SNS 화장품 광고에 등장하는 KOL의 특성이 구매 의도에 미치는 영향 -샤오홍슈(Xiaohongshu)의 퍼펙트 다이어리(PERFECT DIARY) 광고를 중심으로
The Influence of the Characteristics of KOL Appearing in SNS Cosmetic ads on Purchase Intention -take the advertisement for the perfect diary brand in The Xiaohongshu
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본 연구의 필요성은 미디어 광고는 미디어 시대의 발전에 따라 크게 성장하였으며, 널리 사용되는 새로운 광고의 형태로서 광고 분야에서 점점 더 중요한 위치를 차지하고 있다. 또한, 오늘날 중국에서 모바일 멀티미디어는 발전을 거듭하고 있으며 브랜드로 광고를 할 수 있는 채널이 늘어나는 추세다. 그중SNS 광고 위주인 라이프스타일 플랫폼과 소비 의사결정 앱은 샤오홍슈(Xiaohongshu)는 화장품 브랜드 마케팅의 주요 통로가 되고 있다. 본 연구의 목적은 샤오홍슈의 퍼펙트 다이어리(PERFECT DIARY) 광고에 등장하는 KOL(Key Opinion Leader)의 특성이 현재 소비자의 구매 의도에 어떠한 영향을 미치는지를 조사하여 밝히고 그중에 영향력이 가장 큰 요소는 무엇인지 확인하여 중국 현지 SNS 를 통해 화장품을 광고하는 효율성을 극대화하기 위한 시사점을 제공한다. 본 연구의 방법 및 내용은가장 먼저 SNS 광고와 KOL의 특성, 소비자 브랜드의 구매 의도 등에 대한 각종 문헌을 고찰하였으며, 다음으로 샤오홍슈 속 퍼펙트 다이어리 브랜드의 KOL 광고 사례를 분석하였다. 마지막으로 다양한 선행연구를 바탕으로 연구 모델과 가설을 설정하였으며, 가설 검증을 위해 중국에서 온라인 설문 조사를하였다. 최종적으로 3개의 독립변수와 1개 종속변수로서 KOL의 전문성, 인지도, 상호 작용성과 구매의도 간의 관계를 확인하기 위한 총 601부의 설문지 수집했다. 이 중 203건이 최종 분석 자료로 사용되었고, SPSS 통계프로그램을 통해 분석했다. 본 연구의 결과를 정리하면 다음과 같다. 첫째, KOL이지닌 전문성은 소비자의 구매 의도에 유효한 영향을 끼치지 않는다는 결과가 도출됐다. 둘째, KOL의인지도는 소비자의 구매 의도에 긍정적인 영향을 끼친다는 결과가 도출됐다. 셋째, KOL의 상호 작용성은 소비자의 구매 의도에 긍정적인 영향을 끼친다는 결과가 도출됐다. 본 연구 결과로 미루어 볼 때, KOL은 소비자들에게 거부감을 주지 않고, 제품의 상세 정보를 알려주는 데 효과적인 것으로 판단된다.
Abstract
The necessity of this study is that media advertising is booming with the development of the media era, as a widely used new form of advertising, occupies an increasingly important position in the field of advertising. In addition, in Today’s China, mobile multimedia continues to develop, brand advertising is also showing a growing trend. Among them, Xiaohongshu, a lifestyle platform centered on SNS advertisements and a consumption decision-making app, is becoming a major channel for marketing cosmetics brands. The purpose of this study is to provide implications for maximizing the efficiency of Chinese cosmetics brand SNS advertisements by investigating how the characteristics of Key Opinion Leader appearing in Xiaohongshu’s PERFECT DIARY brands advertisement affect consumers’ purchase intentions. The method and content of this study were first, various research on SNS advertisements, the characteristics of Key Opinion Leader, and the purchase intention of consumer brands were reviewed, and next, cases of Key Opinion Leader advertisements of PERFECT DIARY brands in Xiaohongshu were analyzed. Last, the research models and hypotheses were established on the base of various previous studies. An online survey was also conducted in China to verify the hypothesis. In the end, a total of 601 questionnaires were collected to confirm the relationship between Key Opinion Leader’s professionality, recognition, interactivity, and purchase intention as three independent variables and one dependent variable. Among these, 203 cases were used as final analysis data, and were analyzed through the SPSS statistical program. The results of this study are summarized as follows. First of all, according to the survey, it was found that the professionality of Key Opinion Leader did not have a valid effect on consumers’ purchase intention. Second, it was found that Key Opinion Leader’s recognition had a positive effect on consumers’ purchase intention. Third, it was found that the interactivity of Key Opinion Leader had a positive effect on consumers’ purchase intention. From the results of this study, it is judged that Key Opinion Leader is pretty effective in providing detailed information on products without giving consumers a sense of rejection.
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