본문 바로가기
KERD
논문KCI 등재

시니어 패션 인플루언서의 유튜브 영상에서 시청자의 지각된 혜택과 반응에 관한 연구

A Study on the Viewers' Perceived Benefits and Responses from the YouTube Videos of Senior Fashion Influencers

0

조회

0

다운로드

6

인용

0

참고문헌

키워드

주제분류의상

초록

The MZ Generation likes watching YouTube videos produced by senior influencers despite the big age gap. In addition, the final goal of collaborative YouTube videos between senior influencers and brands is to increase sales. Accordingly, this study examined this interesting phenomenon and aimed to provide useful insights for creating YouTube videos targeting the MZ generation. This study was divided into two parts. Study 1 explored the viewers’ perceived benefits by looking at the YouTube video comments of a senior fashion influencer, and then classified the perceived benefits into informational, psychological, and hedonic benefits. Study 2 analyzed the relationships among the viewers’ perceived benefits (informational, psychological, hedonic benefits), attitude toward a brand, and behavior intention. Study 2 found that only informational benefits, among the three perceived benefits, enhanced attitudes toward a brand, thereby affecting behavior intention. Based on the results of two sub-studies, this study highlights the importance of informational benefits to maximize the marketing effects employing the collaborative YouTube videos of senior influencers and brands.

Abstract

The MZ Generation likes watching YouTube videos produced by senior influencers despite the big age gap. In addition, the final goal of collaborative YouTube videos between senior influencers and brands is to increase sales. Accordingly, this study examined this interesting phenomenon and aimed to provide useful insights for creating YouTube videos targeting the MZ generation. This study was divided into two parts. Study 1 explored the viewers’ perceived benefits by looking at the YouTube video comments of a senior fashion influencer, and then classified the perceived benefits into informational, psychological, and hedonic benefits. Study 2 analyzed the relationships among the viewers’ perceived benefits (informational, psychological, hedonic benefits), attitude toward a brand, and behavior intention. Study 2 found that only informational benefits, among the three perceived benefits, enhanced attitudes toward a brand, thereby affecting behavior intention. Based on the results of two sub-studies, this study highlights the importance of informational benefits to maximize the marketing effects employing the collaborative YouTube videos of senior influencers and brands.

참고문헌 (44)

  1. 곽지혜, "인플루언서 특성과 소비자 욕구충족성이 인플루언서 애착, 콘텐츠 몰입 및 구매의도에 미치는 영향", 한국의류학회지, 45(1), pp.56~72 (2021), 한국의류학회
  2. "다음은 말: 인플루언서"[URL]
  3. 권상희, "텔레비전 프로그램 시청 행위의 가치사슬 구조 연구: 국내 수도권 지역 대학생의 뉴스, 드라마, 코미디 프로그램 시청을 중심으로", 한국언론정보학보, 71(3), pp.194~223 (2015), 한국언론정보학회
  4. ""MZ세대가 열광하니까"…패션업계, 시니어 모델 잇단 기용" (2021)[URL]
  5. "박막례부터 지병수까지…유튜브 시니어가 대세!" (2019)[URL]
  6. 김수정, "Z세대가 생각하는 ‘전문가’와 ‘인플루언서’의 특성에 관한 연구: 인플루언서는 뉴 노멀(New Normal) 시대의 전문가인가?", 문화와 사회, 29(3), pp.173~245 (2021), 한국문화사회학회[DOI]
  7. 김우빈, "SNS 패션 인플루언서 진정성이 팔로워 행동의도에 미치는 영향-팬쉽의 매개효과를 중심으로-", 한국의류학회지, 43(1), pp.17~32 (2019), 한국의류학회[DOI]
  8. 고령사회, 시니어 시프트(Senior Shift)에 대응하는 국·내외 비즈니스 혁신사례, "김우선", ~ (2017)
  9. 김은재, "인플루언서 마케팅에서 정보원 유형과 경제적 대가 표시에 따른 광고 효과 연구 : 유튜브(YouTube) 플랫폼을 중심으로", 디지털콘텐츠학회논문지, 20(2), pp.297~306 (2019), 한국디지털콘텐츠학회[DOI]
  10. ""이런게 진짜 어른"…MZ 세대가 '실버 3인방'에 열광하는 이유" (2021)[URL]
  11. 남석순, "시니어 출판의 가능성과 현실성 연구: 충족 요인과 성립 조건을 중심으로", 한국출판학연구, 39(2), pp.63~85 (2013), 한국출판학회
  12. 박신영, "라이브커머스의 지각된 관계혜택이 소비자 신뢰 및 구매의도에 미치는 영향", 한국의류학회지, 45(3), pp.464~476 (2021), 한국의류학회
  13. "미래 비즈니스 바꾸는 新인류 ‘MZ 세대’" (2021)[URL]
  14. 유강석, "패밀리 레스토랑에서의 관계혜택, 브랜드애착, 브랜드 충성도 간의 관계", 관광연구, 26(5), pp.363~381 (2011), 대한관광경영학회
  15. 이동아, "가상 인플루언서 특성이 브랜드 태도와 구매의도에 미치는 영향", 정보사회와 미디어, 22(1), pp.55~79 (2021), 한국정보사회학회[DOI]
  16. "시니어는 몇 살부터?…“그때 그때 달라요”" (2021)[URL]
  17. 정남호, "소셜 미디어에서 참여혜택과 온라인 정체성을 통한 여행정보 공유에 관한 연구", 관광연구, 27(5), pp.479~499 (2012), 대한관광경영학회
  18. "“나도 인플루언서” 뉴미디어로 이모작 나선 시니어들" (2022)[URL]
  19. 주지혁, "쇼핑호스트에 대한 의사인간관계가 홈쇼핑 TV에 대한 태도 및 구매의도에 미치는 영향; 지각된 위험과 지각된 혜택의 매개효과를 중심으로", 광고연구, (80), pp.109~129 (2008), 한국방송광고공사
  20. 전종우, "유튜브 이용 동기와 콘텐츠 정향이 시청에 미치는 영향", OOH광고학연구, 18(2), pp.5~21 (2021), 한국OOH광고학회[DOI]
  21. 채진미, "인터넷 쇼핑몰에서 패션상품 소비자가 지각하는 관계혜택과 관계의 질 -고객관계 성향을 중심으로-", 한국의상디자인학회지, 13(4), pp.199~212 (2011), 한국의상디자인학회
  22. "인플루언서 → 영향력자" (2020)[URL]
  23. Ajzen, I, "Handbook of Consumer Psychology", pp.529~552 (2018), Routledge
  24. Ajzen, I., "Attitudes and the attitude-behavior relation: Reasoned and automatic processes", European Review of Social Psychology, 11(1), pp.1~33 (2000)
  25. Aw, E. C. -X., "“Stop the unattainable ideal for an ordinary me!”fostering parasocial relationships with social media influencers: The role of self-discrepancy", Journal of Business Research, 132, pp.146~157 (2021)
  26. Chetioui, Y., "How fashion influencers contribute to consumers' purchase intention", Journal of Fashion Marketing and Management : An International Journal, 24(3), pp.361~380 (2020)
  27. Chung, J. Y., "Information needs in online social networks", Information Technology & Tourism, 10(4), pp.267~281 (2008)
  28. Forsythe, S., "Development of a scale to measure the perceived benefits and risks of online shopping", Journal of Interactive Marketing, 20(2), pp.55~75 (2006)
  29. Gutman, J., "A means-end chain model based on consumer categorization processes", Journal of Marketing, 46(2), pp.60~72 (1982)
  30. Gwinner, K. P., "Relational benefits in services industries: The customer's perspective", Journal of the Academy of Marketing Science, 26(2), pp.101~114 (1998)
  31. Jeong, M., "Effects of picture presentations on customers' behavioral iIntentions on the Web", Journal of Travel &Tourism Marketing, 17(2-3), pp.193~204 (2004)
  32. Jung, N. Y., "Influence of consumer attitude toward online brand community on revisit intention and brand trust", Journal of Retailing and Consumer Services, 21(4), pp.581~589 (2014)
  33. Kang, J., "Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation", International Journal of Hospitality Management, 36, pp.145~155 (2014)
  34. Kautish, P., "Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector", International Journal of Retail & Distribution Management, 46(10), pp.894~914 (2018)
  35. Lafferty, B. A, "The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions", Journal of Marketing Theory and Practice, 10(3), pp.1~12 (2002)
  36. Liu, M. T., "Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour", Asia Pacific Journal of Marketing and Logistics, 25(2), pp.225~248 (2013)
  37. Luo, X., "Uses and gratifications theory and e-consumer behaviors: A structural equation modeling stud", Journal of Interactive Advertising, 2(2), pp.34~41 (2002)
  38. Ryu, S., "The effects of benefitdriven commitment on usage of social media for shopping and positive word-of-mouth", Journal of Retailing and Consumer Services, 55, pp.102094~ (2020)
  39. "PLS path modeling with R" (2013)[URL]
  40. "plspm: Tools for Partial Least Squares Path Modeling (PLS-PM). R package version 0.4.9" (2017)[URL]
  41. "크리에이터 효과: 인플루언서에대한 브랜드 의존도가 높아지는 이유와 쇼핑에미치는 영향" (2022)[URL]
  42. Sokolova, K., "You follow fitness influencers on YouTube, But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise", Journal of Retailing and Consumer Services, 58, pp.102276~ (2021)
  43. Solomon, M., "Consumer Behaviour: A European Perspective" (2006), Pearson Education
  44. Wang, Y., "Towards understanding members’ general participation in and active contribution to an online travel community", Tourism Management, 25(6), pp.709~722 (2004)

관련 논문AI추천

이 간행물의 다른 논문 (12건)