메타버스 기반 가상 인플루언스 특성이 인게이지먼트, 소비자 행동의도에 미치는 영향

Abstract

This study examines the effect of metaverse-based virtual influencers’ characteristics on engagement and con- sumer behavioral intentions. Questionnaires were administered to 300 men and women in their 20s and 30s who use Ins- tagram. The SPSS 27.0 software was used for data analysis, including frequency analysis, descriptive statistics, factor analysis, Cronbach’s , and correlation analysis. Additionally, Process Macro 4 and Bootstrapping were performed to ver- ify the mediating effect. Three factors of characteristics of virtual influencers (professionalism, reliability, and attrac- tiveness), two factors of consumer behavior intention (purchase intention and relationship continuation intention) and a single factor engagement were utilized for the problem analysis. The results of this study were as follows: The char- acteristics of virtual influencers had a significant effect on engagement and consumer behavioral intention. Engagement had a mediating effect on the relationship between virtual influencers and consumer behavioral intention. Recently, as the metaverse has emerged as a next-generation industry, metaverse services are actively being used to facilitate new trans- action methods, such as selling real products and services to consumers in the virtual reality world. The results of this study provide insights for marketing strategies in content industries related to virtual influencers.