핵심 오피니언 리더(KOL)가 중국 소비자 구매의도에 미치는 영향에 관한 연구
A Study on the Effect of Key Opinion Leaders (KOLs) on Chinese Consumer Purchase Intention
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초록
최근 들어 중국의 온라인 비즈니스환경에서는 핵심 오피니언 리더 (Key Opinion Leader: KOL) 마케팅의 열풍이 불고있고 많은 중국 기업들이 KOL을 새로운 마케팅 수단으로 주목하기 시작했다. 하지만 KOL 마케팅은 중국에서 가장 주목받는트랜드임에도 불구하고 소설미디어 환경에서 KOL이 어떻게 기업이 기대하는 성과를 유도하고 그 기대효과를 측정하는지에대한 연구는 미흡한 편이다. 이에 본 연구는 중국 소비자에게 많은 영향을 미치고 있는 KOL과 구매의도 간의 인과관계를살펴보고자 한다. 본 연구의 목적은 중국 SNS환경에서 KOL의 개인특성(인지도/전문성/상호작용성/동질성)과 추천 메시지특성(정보의 질/연출방식)이 지각된 가치를 매개로하여 소비자 구매의도에 미치는 영향 관계를 규명하고 이를 바탕으로 KOL 을 활용한 마케팅의 시사점을 찾고자 한다. 본 연구는 290명의 표본을 수집하여 AMOS 22.0와 SPSS 22.0를 통해 분석한 결과, KOL특성 중에서 인지도, 전문성, 상호작용성, 추천 정보의 질은 소비자 지각된 가치에 긍정적 유의한 영향을 미치는 것으로 나타났다. 또한, 동질성과 정보연출 방식은 구매의도에 긍정적 영향을 미치는 것으로 나타났다. 많은 선행 연구의 결과와 일치하게 소비자가 지각하는 가치는구매의도에 높은 긍정적 영향을 미치는 것으로 나타났다.
Abstract
Recently, KOL Marketing (Key Opinion Leader Marketing) craze has been blowing on the Chinese Internet, and Chinese companies have begun to pay attention to KOL as a new marketing tool. However, KOL Marketing is currently the hottest trend in China, but research on how key opinion leaders lead and measure the performance expected by companies in the novel media environment is insufficient. Therefore, this study aims to examine the relationship between key opinion leaders (KOLs) and purchase intentions, which have a great influence on Chinese consumers. The specific purpose of the study is to determine whether the personal characteristics (awareness/ professionalism/ interactivity/ homogeneity) and recommendation message characteristics (information quality/ direction method) of key opinion leaders in the Chinese SNS environment influence consumer purchase intention through the medium of perceived value. The effect relationship was empirically analyzed. In this study, 290 samples were collected and analyzed through AMOS 22.0 and SPSS 22.0. As a result of the analysis, it was found that among the KOL characteristics, awareness, professionalism, interactivity, and quality of recommendation information had a positive and significant effect on consumer perceived value. In addition, it was found that homogeneity and information presentation method had a positive effect on purchase intention. Like the results of many studies, perceived value has been shown to have a high impact on purchase intention.
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