인플루언서-팔로워 관계에서 지각된 유사성과 공감이 소셜 쇼핑의도에 미치는 영향 : 정서적 지지와 사랑의 매개효과를 중심으로

Abstract

This study investigates how consumers' perceived homophily with social media influencers influences their emotional responses and, ultimately, their intention to engage in social shopping. Based on homophily theory, we propose that perceived similarity with an influencer enhances empathy, which in turn nurtures emotional support and affection toward the influencer, resulting in a stronger intention to purchase products they endorse or sell. We conducted an online survey with 250 Korean female social media users who follow at least one influencer. Structural equation modeling confirmed most of our hypotheses: homophily significantly increased empathy and emotional support; empathy positively influenced emotional support; and emotional support strengthened both affection and social shopping intention. Additionally, affection had a further positive impact on social shopping intention. However, the direct effect of homophily on affection was not supported, indicating that emotional attachment does not stem from similarity alone but is developed through empathic understanding and supportive interactions with the influencer. These findings underscore the importance of relational and emotional dynamics in influencer-led commerce and provide practical insights for brands and influencers aiming to foster community-based, relationship-oriented social shopping models.