인플루언서 유형이 소비자 구매의도에 미치는 영향 : 라이브 커머스 중심으로
A study on the Impact of Influencer Type on Consumer Purchase Intent : Focusing on Live Commerce
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This study examines how influencer characteristics (opinion leadership, parasocial interaction) affect consumer purchase intentions for hedonic versus utilitarian products in live commerce. Using a 2×2 between-subjects design with 320 participants, ANOVA analyses revealed both influencer attributes significantly enhance purchase intentions (opinion leadership: F=2.804, p<0.05; parasocial interaction: F=2.356, p<0.05). Notably, influencers with strong parasocial interaction were more effective for hedonic products (F=1.459, p<0.05), while opinion leadership was effective across all product types. These findings provide strategic guidance for optimizing influencer selection in live commerce: deploy influencers with strong parasocial capabilities for hedonic products, while leveraging opinion leadership broadly across product categories.
Abstract
This study examines how influencer characteristics (opinion leadership, parasocial interaction) affect consumer purchase intentions for hedonic versus utilitarian products in live commerce. Using a 2×2 between-subjects design with 320 participants, ANOVA analyses revealed both influencer attributes significantly enhance purchase intentions (opinion leadership: F=2.804, p<0.05; parasocial interaction: F=2.356, p<0.05). Notably, influencers with strong parasocial interaction were more effective for hedonic products (F=1.459, p<0.05), while opinion leadership was effective across all product types. These findings provide strategic guidance for optimizing influencer selection in live commerce: deploy influencers with strong parasocial capabilities for hedonic products, while leveraging opinion leadership broadly across product categories.