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버추얼 인플루언서의 특성이 패션제품 구매의도에 미치는 영향: 모방욕구의 매개효과를 중심으로

The Impact of Virtual Influencers’ Characteristics on Purchase Intentions Haram Shin and Misun Yum 001 Toward Fashion Products: Focusing on the Mediating Effect of Mimetic Desire

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주제분류생활과학

초록

Virtual influencers, who are emerging as new players in digital marketing, impact consumers’ purchase inten-tions. They promote positive perceptions and mimetic consumption of specific brands or products through interactionswith followers. Therefore, this study aims to examine the effect of the characteristics of virtual influencers on the pur-chase intention for fashion products through the consumers' mimetic desire. As characteristics of virtual influencers, fivefactors were set: reality, attractiveness, professionalism, trustworthiness, and curiosity. Data for analysis were collectedthrough an online questionnaire from the 8th to the 15th of August 2023, and 268 data points in total were analyzed usingSPSS and Process Macro 4.3. The results of the study showed that the characteristics of virtual influencers all positivelyaffected mimetic desire and purchase intention for fashion products. Moreover, it was found that mimetic desire has amediating effect between the five characteristics of virtual influencers and the purchase intention for fashion products. Mimetic desire fully mediates the relationship between reality and the intention to purchase fashion products, and partiallymediates the relationship between attractiveness, professionalism, trustworthiness, and curiosity and the purchase inten-tion for fashion products. These findings further enhance the understanding of the relationship between virtual influencersand consumer behavior and identify the relationship between virtual influencers, mimetic desire, and fashion product pur-chase intentions. Consequently, leveraging virtual influencers strategically in digital marketing, the fashion industry canamplify positive brand perceptions, drive consumer engagement, and ultimately foster increased purchase intent.

Abstract

Virtual influencers, who are emerging as new players in digital marketing, impact consumers’ purchase inten-tions. They promote positive perceptions and mimetic consumption of specific brands or products through interactionswith followers. Therefore, this study aims to examine the effect of the characteristics of virtual influencers on the pur-chase intention for fashion products through the consumers' mimetic desire. As characteristics of virtual influencers, fivefactors were set: reality, attractiveness, professionalism, trustworthiness, and curiosity. Data for analysis were collectedthrough an online questionnaire from the 8th to the 15th of August 2023, and 268 data points in total were analyzed usingSPSS and Process Macro 4.3. The results of the study showed that the characteristics of virtual influencers all positivelyaffected mimetic desire and purchase intention for fashion products. Moreover, it was found that mimetic desire has amediating effect between the five characteristics of virtual influencers and the purchase intention for fashion products. Mimetic desire fully mediates the relationship between reality and the intention to purchase fashion products, and partiallymediates the relationship between attractiveness, professionalism, trustworthiness, and curiosity and the purchase inten-tion for fashion products. These findings further enhance the understanding of the relationship between virtual influencersand consumer behavior and identify the relationship between virtual influencers, mimetic desire, and fashion product pur-chase intentions. Consequently, leveraging virtual influencers strategically in digital marketing, the fashion industry canamplify positive brand perceptions, drive consumer engagement, and ultimately foster increased purchase intent.

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