K-beauty SNS 인플루언서가 중국 소비자의 신제품 수용의도에 미치는 영향-정교화 가능성 모델(ELM)을 중심으로-
The Effect of K-beauty SNS Influencer on Chinese Consumers’ Acceptance Intentionof New Products: Focused on Elaboration Likelihood Model (ELM)
0
조회
0
다운로드
33
인용
0
참고문헌
키워드
초록
The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.
Abstract
The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.
참고문헌 (54)
- Agarwal, R., "Time flies when you're having fun : Cognitive absorption and beliefs bout information technology usage", Management Information Systems Quarterly, 24(4), pp.665~694 (2000)[DOI]
- 안대희, "외식기업의 SNS(Social Networking Service)품질이 브랜드명성과 품질만족 및 구매의도에 미치는 영향", 외식경영연구, 14(4), pp.169~188 (2011), 한국외식경영학회
- Bansal, H. S., "Word-of mouth processes within a services purchase decision context", Journal of Service Research, 3(2), pp.166~177 (2000)[DOI]
- Belch, G. E., "Introduction to advertising & promotion: An integrated marketing communications perspective" (1994), Irwin
- Bhattacherjee, A., "Influence processes for information technology acceptance. An Elaboration Likelihood Model", Management Information Systems Quarterly, 30(4), pp.805~825 (2006)[DOI]
- Chae, H. S., "A study of influencer marketing strategy in cosmetics industry", master’s, pp.2018
- Cho, S. R., "A research on the impact of foreign models toward the effectiveness of advertisement with respect to blue jeans", master’s, pp.2002
- 최지윤, "뷰티 인플루언서 마케팅 활용 전략: 매스미디어와 소셜미디어의 비교를 중심으로", 광고학연구, 28(4), pp.47~72 (2017), 한국광고학회[DOI]
- 최소령, "전시회 정보속성이 정보의 신뢰성과 유용성에 미치는 영향 - 전시참가업체를 중심으로 -", MICE관광연구, 11(3), pp.163~183 (2011), 한국마이스관광학회
- DeLone, W. H., "Information system success : The quest for the dependent variable", Information Systems Research, 3(1), pp.60~95 (1992)[DOI]
- Eagly, A. H., "Causal inferences about communicators and their effect on opinion change", Journal of Personality and Social Psychology, 36(4), pp.424~435 (1978)[DOI]
- "2018 트렌드, 인플루언서 마케팅 대세 가 되다" (2018)[URL]
- 하동희, "온라인 관광 커뮤니티 특성이 정보 유용성, 긍정적 감정, 지속적 이용의도에 미치는 영향: 정교화 가능성 모델을 중심으로", 관광연구, 33(1), pp.163~183 (2018), 대한관광경영학회
- Jung, M. Y., "The effects of the verbal and non-verbal communi- cation of doctors on the treatment satisfaction of their patients: With a focus on the Elaboration Likelihood Model", doctoral, pp.2015
- 김이환, "트위터의 정보가 지속사용의도에 미치는 영향：정교화 가능성 모델을 중심으로", 한국IT서비스학회지, 11(3), pp.49~65 (2012), 한국IT서비스학회
- Kim, I. H., "The effect of digital fashion influencer content usage motive on brand attitude, purchase intention, and sharing intention: Focusing on the appealing factors of digital influencer and the moderating effects of media content characteristics", master’s, pp.2019
- Kim, J. B., "新製品의 成果에 影響을 미치는 要因에 대한 實證的 研究", Korea Marketing Association, 7(1), pp.121~145 (1992)
- 김기영, "1인 미디어 분야에서 뷰티 크리에이터의 발전 방향에 관한 연구", 조형미디어학, 20(4), pp.29~35 (2017), 한국일러스아트학회
- 김기영, "외식정보를 제공하는 SNS특성이 지각된 가치와 행동의도에 미치는 영향", 관광연구저널, 30(12), pp.179~193 (2016), 한국관광연구학회[DOI]
- Kim, R., "Effect of the influencer’s fashion product evaluation contents: Focusing on the moderating effects of evaluation trust and involvement", master’s, pp.2017
- 김성섭, "한류스타의 광고모델 속성이 기업이미지, 신뢰, 그리고 고객 충성도에 미치는 영향 분석을 통한 한류스타마케팅 필요성에 관한 연구 - Lotte Hotel & Resort를 찾는 일본인 관광객 중심으로", 호텔경영학연구, 18(4), pp.217~243 (2009), 한국호텔외식관광경영학회
- Kim, W. B., "The effects of SNS fashion influencer’s authenticity and fanship", master’s, pp.2018
- 김요한, "DMB 광고 회피에 영향을 미치는 변인들에 관한 연구", 한국광고홍보학보, 9(3), pp.46~79 (2007), 한국광고홍보학회
- Kim, Y. S., "Persuasion communication" (2005), Nanam
- Kim, Y. S., "The impact of beauty influencer information on cosmetic brand switching and continual usage", doctoral, pp.2019
- Lee Narae, , 2019
- Lee, H. B., "유명인 광고모델속성이 광고태 도와 상표태도에 미치는 영향", The Korea Journal of Advertising, 8(2), pp.167~181 (1997)
- Lee, S. H., "Study on the effects of E-Wom information characteristics and community characteristics on consumer’s purchasing intentions", master’s, pp.2013
- Lee, S. J., "Online promotion strategies for diffusion of K-beauty as a hallyu contents: Focused on the social network analysis of youtube", master’s, pp.2018
- 이선정, "유튜브 상에서의 K-뷰티 한류 콘텐츠확산 전략 연구", GRI연구논총, 20(3), pp.231~259 (2018), 재단법인 경기연구원
- 이원모, "기업 SNS 속성이 신제품 수용에 미치는 영향 - 브랜드 태도의 조절효과 중심으로 -", e-비즈니스연구, 16(6), pp.335~357 (2015), 국제e-비즈니스학회[DOI]
- 오지연, "인플루언서의 유형과 미디어 인게이지먼트의 주목성이 소비자 평가에 미치는 영향", 상품문화디자인학연구, (54), pp.165~176 (2018), 한국상품문화디자인학회[DOI]
- Park, H. J., "The effect of online information characteristics on the intention to use restaurant information: Focused on the mediating effect of perceived ease of use, perceived usefulness, trust", master’s, pp.2011
- Park, H. S., "Research of social networks’ influencer for long tail marketing: Focusing on Korean film industry", The Korea Society of Management Information Systems, Spring Joint Conference, pp.774~787 (2014)
- Park, J. K., "The effect of influencer's quality on consumer behavioral intention: Focused on theory of planned behavior (TPB)", master’s, pp.2018
- 박정숙, "블로그 유용성과 신뢰성이 레스토랑 방문의사 및 만족도에 미치는 영향", 관광레저연구, 23(3), pp.377~391 (2011), (사)한국관광레저학회
- 박수현, "외식업체의 광고․광고 모델속성에 따른 광고태도 및 구매의도에 관한 연구", 관광레저연구, 24(8), pp.219~238 (2012), (사)한국관광레저학회
- Park, S. Y., "A study on the effect of consumer innovativeness, trust, playfulness and TAM on recommendation intention of TV cooking show", doctoral, pp.2016
- Petty, R. E., "The Elaboration Likelihood Model of persuasion", Advance in Experimental Social Psychology, 19, pp.123~205 (1986)[DOI]
- Rhee, E. Y., "Research methodology of apparel studies" (2010), Kyomoonsa
- 서현겸, "화장품 인스타그램의 정보성, 유용성, 소비자태도, 구매의도 간의 구조적 관계", 한국디자인포럼, (55), pp.183~194 (2017), 한국디자인트렌드학회[DOI]
- Shin, B., "The attitude and purchase intention toward advertising contents of social media influencer: Empirical analysis of Elaboration Likelihood Model and persuasion knowledge", master’s, pp.2019
- 신영웅, "페이스북 정보원의 전문성과 사회적 거리감에 따른 광고효과연구 : 설득지식모델을 적용하여", 광고학연구, 25(1), pp.343~366 (2014), 한국광고학회
- Son, D. J., "A study on reliability factors of commercial content by digital influencer: Focused on branded content by youtube creator", doctoral, pp.2018
- 손동진, "소셜 인플루언서를 활용한 디지털 마케팅 전략 연구: 올레드TV 글로벌 디지털 캠페인 사례를 중심으로", 광고PR실학연구, 10(2), pp.64~95 (2017), 한국광고PR실학회[DOI]
- 송동근, "공중보건 위기 상황 시 정보 정확성과 정보 적절성이 정부 신뢰와 만족에 미치는 영향: 메르스 사태를 중심으로", PR연구, 20(2), pp.61~90 (2016), 한국PR학회[DOI]
- 송지성, "브랜드커뮤니케이션 강화를 위한 화장품 브랜드 라벨의 정보시각화 디자인연구 -국내 중견사화장품브랜드를 중심으로-", 한국디자인문화학회지, 17(3), pp.342~355 (2011), 한국디자인문화학회
- Sparkman, R. M., "Attribution theory and advertising effectiveness", Journal of Consumer Research, 7(3), pp.219~224 (1980)[DOI]
- Sussman, S. W., "Informational influence in organizations : An integrated approach to knowledge adoption", Information Systems Research, 14(1), pp.47~65 (2003)[DOI]
- Van der Heijden, H., "User acceptance of hedonic information systems", Management Information Systems Quarterly, 28(4), pp.695~704 (2004)[DOI]
- 왕뢰, "한류 화장품 광고모델의 특성이 브랜드 개성과 브랜드 태도에 미치는 영향- 중국 소비자를 중심으로 -", 한국의류산업학회지, 20(5), pp.495~508 (2018), 한국의류산업학회[DOI]
- Yang, S. C., "Investigating initial trust toward e?tailers from the Elaboration Likelihood Model perspective", Psychology & Marketing, 23(5), pp.429~445 (2006)[DOI]
- Yoo, S. A., "A study on the effect of how the image of social influencers at beauty products on the corporate image and the intention of purchasing products: Based on instagram", master’s, pp.2018
- Yoo, S. Y., "Fashion social influencer and interaction effects with product attributes", master’s, pp.2018