맛집 탐방 인플루언서의 특성이 중국 시청자의 플로우 경험과 지속시청의도 및 모방소비의도에 미치는 영향 - 자아동일시의 조절효과 -
The Impact of Restaurant Exploration Influencer’s Characteristics on Chinese Viewers’ Flow, Continuance Intention and Mimicking Consumption Intention - Moderating Effects of Self-Identification -
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This study examined how influencer characteristics affect viewers’ flow experience and behavioral intentions, using 407 Chinese viewers of restaurant exploration videos. Structural equation modeling and moderated regression analysis assessed the effects of trustworthiness, expertise, attractiveness, and intimacy on two flow dimensions: autotelic experience and enjoyment. Results indicated all four traits positively influenced both flow dimensions, which in turn increased channel continuance intention and mimicking consumption intention. In addition, self-identification with the influencer was introduced as a moderating variable and was found to strengthen the relationships between influencer characteristics and flow experience, particularly enhancing enjoyment. These findings reveal psychological mechanisms linking influencer attributes to emotional engagement and behavior. Practical implications are provided for digital marketing strategies in the food and tourism industries, while limitations related to sample characteristics and platform specificity should be addressed in future research. Overall, the study provides insights into influencer-driven flow and its effects on viewer behavior.
Abstract
This study examined how influencer characteristics affect viewers’ flow experience and behavioral intentions, using 407 Chinese viewers of restaurant exploration videos. Structural equation modeling and moderated regression analysis assessed the effects of trustworthiness, expertise, attractiveness, and intimacy on two flow dimensions: autotelic experience and enjoyment. Results indicated all four traits positively influenced both flow dimensions, which in turn increased channel continuance intention and mimicking consumption intention. In addition, self-identification with the influencer was introduced as a moderating variable and was found to strengthen the relationships between influencer characteristics and flow experience, particularly enhancing enjoyment. These findings reveal psychological mechanisms linking influencer attributes to emotional engagement and behavior. Practical implications are provided for digital marketing strategies in the food and tourism industries, while limitations related to sample characteristics and platform specificity should be addressed in future research. Overall, the study provides insights into influencer-driven flow and its effects on viewer behavior.