가상 인플루언서 특성이 화장품 구매의도와 브랜드 전환행동에 미치는 영향
The Effect of Virtual Influencer Characteristics on Cosmetics Purchase Intent and Brand Conversion Behavior
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Recently, with rapid development of the content industry using digital technology, virtual influencers, who are gradually attracting attention based on social media, are having a significant influence on the virtual space. This study attempted to determine the characteristic factors of virtual influencers that affect the purchase intention and brand conversion behavior of cosmetics consumers. According to the results of the analysis, the characteristic factors of virtual influencers, including trustworthiness, attractiveness, and intimacy, which affect the purchase intention of cosmetics consumers, all have an impact, and attractiveness was determined to have the greatest influence on the purchase intention of cosmetics consumers. The results also showed that the characteristic factors of virtual influencers, such as trustworthiness, attractiveness, and intimacy, which affect the brand conversion behavior of cosmetics consumers, all have an impact, and credibility was determined to have the greatest influence on the brand conversion behavior of cosmetics consumers. Therefore, the purchase intention of cosmetics consumers was identified as a factor of attractiveness rather than the credibility and intimacy of virtual influencers, and the brand conversion behavior of cosmetics consumers was identified as a factor when credibility was more important than the attractiveness and intimacy of virtual influencers. Based on the results of this study, knowledge of the characteristics of virtual influencers can be helpful in the effort to understand marketing activities and provide basic data that will be helpful in establishment of advertising marketing strategies as an effective method of application.
Abstract
Recently, with rapid development of the content industry using digital technology, virtual influencers, who are gradually attracting attention based on social media, are having a significant influence on the virtual space. This study attempted to determine the characteristic factors of virtual influencers that affect the purchase intention and brand conversion behavior of cosmetics consumers. According to the results of the analysis, the characteristic factors of virtual influencers, including trustworthiness, attractiveness, and intimacy, which affect the purchase intention of cosmetics consumers, all have an impact, and attractiveness was determined to have the greatest influence on the purchase intention of cosmetics consumers. The results also showed that the characteristic factors of virtual influencers, such as trustworthiness, attractiveness, and intimacy, which affect the brand conversion behavior of cosmetics consumers, all have an impact, and credibility was determined to have the greatest influence on the brand conversion behavior of cosmetics consumers. Therefore, the purchase intention of cosmetics consumers was identified as a factor of attractiveness rather than the credibility and intimacy of virtual influencers, and the brand conversion behavior of cosmetics consumers was identified as a factor when credibility was more important than the attractiveness and intimacy of virtual influencers. Based on the results of this study, knowledge of the characteristics of virtual influencers can be helpful in the effort to understand marketing activities and provide basic data that will be helpful in establishment of advertising marketing strategies as an effective method of application.
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