인플루언서에 대한 진정성 지각과 준사회적 관계 인식이 인플루언서 옹호상품 구매의도에 미치는 영향
The Effect of Perceived Authenticity and Parasocial Relationship towards Influencers on Purchase Intention for Influencer Endorsed Product
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초록
소셜미디어에서 활동하는 인플루언서들은 소비자들의 의견 형성에 큰 영향을 미칠 수 있음에 따라 기업들은 자신의 상품을 촉진하기 위해 인플루언서들을 적극적으로 활용하고자 한다. 그런데 많은 팔로워를 보유하고 있는 인플루언서들도 진정성에 대한 문제가 발생하였을 때 영향력을 잃게 되는 사례들이 나타나고 있어, 본 연구는 인플루언서에 대한 진정성 인식이 인플루언서가 옹호하는 상품에 대한 소비자의 구매의도에 주요한 영향을 미칠 것으로 예상하였다. 본 연구는 설문 237개 샘플을 대상으로 PROCESS 분석을 수행하여 연구 가설을 검증하였다. 연구결과 지각된 진정성은 인플루언서 옹호상품에 대한 구매의도에 긍정적 영향을 미치며, 준사회적 관계에 긍정적 영향을 미치고 있음을 확인하였다. 또한 준사회적 관계 역시도 인플루언서 옹호상품에 대한 구매의도에 긍정적인 영향을 미치고 있었으며, 이때 동일시 갈망이 이 관계를 조절하고 있음을 확인하였다. 본 연구결과는 인플루언서에 대한 진정성 인식의 중요성과 함께, 기업의 마케팅 커뮤니케이션 활동에서 타겟 소비자들에게 지각된 진정성이 높고, 강한 준사회적 관계를 형성하고 있으며, 동일시 갈망 수준이 높은 인플루언서를 활용해야 함을 제시하고 있으며, 인플루언서에게는 매체 영향력을 확대하기 위한 요건을 함의한다.
Abstract
Social media influencers can have a great influence on the opinions of consumers, so companies want to actively use influencers to promote their products. However, there are cases in which influencers who have many followers lose their influence when there is a problem with authenticity. This study expected that the perception of authenticity towards influencers will have an impact on consumers' purchase intentions for products endorsed by influencers. This study employed 237 respondents and the data was analyzed by PROCESS models to verify hypotheses. Results confirmed that perceived authenticity had a positive effect on purchase intention for influencer-endorsed products and parasocial relationships. And the parasocial relationship had a positive effect on the purchase intention for the endorsed product, and it was confirmed that wishful identification had a moderating role in this relationship. The results suggest the importance of perceived authenticity, and it also suggests that influencers with high perceived authenticity, strong parasocial relationships, and a high level of wishful identification should be employed in marketing communication. It also implies requirements for influencers who want to strengthen their influence.
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