패션 인플루언서의 특성과 소비자 속성이 패션 인플루언서 팔로우에 미치는 영향: 인스타그램과 유튜브를 중심으로
The Impact of the Characteristics of Fashion Influencers and Consumer Attributes on Follows of Fashion Influencers: Focusing on Instagram and YouTube
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초록
본 연구의 목적은 소비자의 속성인 성별과 전공에 따라 패션 인플루언서의 특성과 팔로우 및 관계유지 사이의 관계성을 살펴보고 소비자의 성별에 따라 패션 인플루언서를 팔로우함에 있어 동성편중을 분석하는 것이다. 패션 인플루언서의 특성은 전문성, 호감성, 유사성, 친밀성으로 구분하였으며 특성이 지속적인 관계유지에 유의미한 영향 을 미치는지 분석하였다. 연구방법은 SNS를 활발히 사용하는 20대 남녀를 대상으로 설문지 조사를 실시하였다. SPSS 통계를 사용하여 기술통계, 요인 분석, 신뢰도 분석, 카이제곱 분석, t-test, 회귀분석을 조사하였다. 연구 결과 는 다음과 같았다. 첫째, 남성은 인플루언서의 성별에 영향을 받지 않았으나 여성은 여성 인플루언서를 유의미하게 팔로우 하는 것으로 나타났다. 둘째, 지속적인 관계를 유지하는데 성별과 전공에 관계없이 공통적으로 전문성과 호 감성이 유의미한 영향을 미쳤으나, 여성과 패션 비전공자는 친밀성 또한 중시하는 것으로 나타났다. 이러한 결과는 지속적인 관계유지를 위해 전문적인 지식 전달과 함께 소비자에게 호감을 줄 수 있도록 노력해야 함을 시사한다.
Abstract
This study investigates the relationship between fashion influencer characteristics, consumer engagement, and relationship maintenance approaches in line with gender and major and to analyzes the same-sex bias in follows fashion influencers based on the consumer’s gender. Moreover, it seeks to find out the relative importance of an influencer’s attributes such as expertise, likability, similarity, and familiarity. A questionnaire was administered to male and female individuals in their 20s who are active users of social networking sites. Descriptive statistics and factor, reliability, chi-square, t-test, and regression analyses were conducted using SPSS. The results of the study are as follows: First, the influencer’s gender had no significant influence on male respondents, while female respondents significantly preferred female influencers. Second, experties and likability significantly contributed to long-term relationships regardless of gender and major. Conversely, female respondents and non-fashion majors also placed a high value on intimacy. To foster a lasting relationship, companies must strive to be both likable and professional to consumers.
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