인플루언서 속성이 브랜드 지속사용의도에 미치는 영향: 관계지속의도와 제품구매의 도의 매개효과를 중심으로
Effects of Influencer Attitudes on Persistent Brand Engagement: Mediating Roles of Relationship Maintenance and Purchase Intention
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목적: 본 연구는 인플루언서 속성이 고객과의 관계 유지, 구매 의도 및 브랜드 참여에 미치는 영향을 분석하고자 한다. 동시에 관계유지와 구매 의도가 브랜드 참여에 미치는 조절 효과를 이해하고자 한다. 추가적으로, 이 과정에서 성별과 제품 사용량에 따른 차별적인 직접 및 간접 관계를 검증하고자 한다. 방법: 본 연구의 표본은 전체 인구를 대표하는 320명의 응답자로 구성되었으며, 설문지의 측정 항목들은 기존 문헌을 바탕으로 일부 수정하여 사용되었다. 통계 분석을 위해서는 SPSS 소프트웨어가 사용되었다. 우선적으로 연구에서 사용된 구성 개념들의 신뢰성을 검증하고, 연구 질문을 검증하기 위해 다중 회귀 및 매개 모델을 사용하였다. 결과: 연구 질문 1에 대한 분석 결과는 인플루언서의 모든 속성들이 관계 유지와 구매 의도에 유의미한 영향을 미친다는 것을 보여주었다. 하지만 인플루언서의 세부 속성들 중에서 친숙함만이 지속적인 브랜드 참여에 중요한 영향을 미친다는 것을 확인하였다. 이러한 결과는 기업이 목표 고객과 유사한 인플루언서를 신중하게 선택해야 함을 시사한다. 또한 간접 효과를 검증하는 연구 질문 2에대한 분석 결과는 인플루언서 속성들이 브랜드 참여에 미치는 영향을 관계 유지와 구매 의도가 통계적으로 유의하게 매개한다는 것을 시사한다. 결론: 따라서 긍정적인 장기적 브랜드 참여를 달성하고 유지하기 위해서는 인플루언서 마케팅에 참여하는 인플루언서와의 긍정적인 관계를 유지하고, 소비자의 경험과 제품에 대한 피드백을 강조하는 것이 매우 중요하다.
Abstract
Purpose: This study analyzes the effects of influencer attributes on relationship maintenance, purchase intention, and brand engagement. In doing so, we also attempt to understand the moderating effects of relationship maintenance and purchase intention on brand engagement. In addition, we also verified the differential direct and indirect relationship between gender and product usage. Methods: The study sample comprises 320 respondents representing the overall population. The measurement items in the questionnaire were based on previous literature with some modifications. The SPSS software was utilized for statistical analyses. We first verified the reliability and validity of the research constructs and used multiple regression and mediation models to confirm the research questions. Results: Research question 1’s results showed that influencers’ attributes significantly affect relationship maintenance and intention of purchase. However, just the familiarity of an influencer significantly affects persistent brand engagement. These findings imply that firms need to carefully choose influencers, who closely resemble their target customers for close representation. The indirect effects in research question 2’s results show that relationship maintenance and purchase intention significantly mediate the effects of influencer attributes on brand engagement. Conclusion: Thus, to achieve positive long-term brand engagement, it is crucial to maintain a positive relationship with participating influencers and emphasize consumers’ experience and feedback with the focal products.
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