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패션 인플루언서의 체형이 자기표현 및 자기제시의도, 인플루언서 추천의도에 미치는 영향 - 친근감의 매개 역할을 중심으로 -

The Effects of Fashion Influencers’ Body Types on Self-Expression, Self - Representation, and Recommendation Intentions -

이하경|추호정|이희윤
한국의류산업학회 (The Society of Fashion and Textile Industry)|2021.04|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제23권 제2호|pp. 200-211

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키워드

추천의도familiarity패션 인플루언서recommendation intention친근감자기표현의도자기제시의도fashion influencersself-expression intentionself-representation intention
주제분류생활과학

초록

This study examines the effects of fashion influencers’ body types (realistic versus ideal body types) on self￾expression, self-representation, and recommendation intentions, as mediated by familiarity toward influencers. Althoughfashion influencers lead to a positive consumer response compared to traditional advertisements, previous research onthe effects of fashion influencers on consumers is limited. Thus, this study tests the role of consumers’ socio-psy￾chological aspects in understanding how and why fashion influencers affect consumers’ behavioral intentions associatedwith self-expression, self-representation, and influencer recommendation. A total of 180 women in their 20s and 30s par￾ticipated in the survey. The responses were collected after showing them stimuli featuring fashion influencers witheither ideal or realistic body shapes. The data were analyzed using SPSS18.0 for descriptive statistics, and AMOS 18.0for confirmatory factor analysis and structural equation modeling. The results showed that participants who were shownrealistic body types perceived familiarity, which generated positive effects on self-expression, self-representation, andrecommendation intentions. Hence, the effects of influencers’ body types on recommendation intention are mediated byfamiliarity. Self-expression and self-representation intentions also increase influencer recommendation intention. Com￾paratively, participants who were shown ideal body types only induced higher self-representation intention, whichincreased their recommendation intention. The current findings can help fashion marketers select the appropriate influ￾encers who fit their target customers as promotional models, as well as to induce changes in consumers’ behavioralintention.

Abstract

This study examines the effects of fashion influencers’ body types (realistic versus ideal body types) on self￾expression, self-representation, and recommendation intentions, as mediated by familiarity toward influencers. Althoughfashion influencers lead to a positive consumer response compared to traditional advertisements, previous research onthe effects of fashion influencers on consumers is limited. Thus, this study tests the role of consumers’ socio-psy￾chological aspects in understanding how and why fashion influencers affect consumers’ behavioral intentions associatedwith self-expression, self-representation, and influencer recommendation. A total of 180 women in their 20s and 30s par￾ticipated in the survey. The responses were collected after showing them stimuli featuring fashion influencers witheither ideal or realistic body shapes. The data were analyzed using SPSS18.0 for descriptive statistics, and AMOS 18.0for confirmatory factor analysis and structural equation modeling. The results showed that participants who were shownrealistic body types perceived familiarity, which generated positive effects on self-expression, self-representation, andrecommendation intentions. Hence, the effects of influencers’ body types on recommendation intention are mediated byfamiliarity. Self-expression and self-representation intentions also increase influencer recommendation intention. Com￾paratively, participants who were shown ideal body types only induced higher self-representation intention, whichincreased their recommendation intention. The current findings can help fashion marketers select the appropriate influ￾encers who fit their target customers as promotional models, as well as to induce changes in consumers’ behavioralintention.

참고문헌 (76)

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