본문 바로가기
KERD
논문KCI 등재

Effect of Influencer's Social Media Number of Followers on Purchase Intention in the Travel Industry of Vietnam: The Moderating Role of Package Tour Price

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

초록

Purpose: Social media influencers (SMIs) have become significant sources of information influencing their followers’ purchase intentions; few studies have been published on the effect of the number of followers and package tour prices on followers’ purchase intention within the Vietnam travel industry utilizing naïve theories. This study examined the relationship between the number of followers and purchase intention and tested the moderating role of package tour price. Research Design, data and methodology: A 2 (number of followers: high vs. medium) x 2 (package tour price: high vs. low) between-subjects factorial design was used. 395 Vietnamese students (114 men, 281 women; Mage = 19.99, SDage = 1.25) from Thuongmai University participated in the study. ANOVA and PROCESS MARCO were used to test hypotheses. Results: Findings indicate that participants show a higher purchase intention for SMIs with a higher number of followers than those with a medium one. When the package tour price is high, participants with a medium number of followers show a greater purchase intention than those with a high one. Conclusion: This recommends that tourism managers collaborate with SMIs with a high number of followers when the package tour price is low and with SMIs with medium ones when the package tour price is high

Abstract

Purpose: Social media influencers (SMIs) have become significant sources of information influencing their followers’ purchase intentions; few studies have been published on the effect of the number of followers and package tour prices on followers’ purchase intention within the Vietnam travel industry utilizing naïve theories. This study examined the relationship between the number of followers and purchase intention and tested the moderating role of package tour price. Research Design, data and methodology: A 2 (number of followers: high vs. medium) x 2 (package tour price: high vs. low) between-subjects factorial design was used. 395 Vietnamese students (114 men, 281 women; Mage = 19.99, SDage = 1.25) from Thuongmai University participated in the study. ANOVA and PROCESS MARCO were used to test hypotheses. Results: Findings indicate that participants show a higher purchase intention for SMIs with a higher number of followers than those with a medium one. When the package tour price is high, participants with a medium number of followers show a greater purchase intention than those with a high one. Conclusion: This recommends that tourism managers collaborate with SMIs with a high number of followers when the package tour price is low and with SMIs with medium ones when the package tour price is high

참고문헌 (56)

  1. Al-Emadi, F. A., "Ordinary celebrities related criteria to harvest fame and influence on social media", Journal of Research in Interactive Marketing, 14(2), pp.195~213 (2020)[DOI]
  2. Berger, J., "Where Consumers Diverge from Others : Identity Signaling and Product Domains", Journal of Consumer Research, 34(2), pp.121~134 (2007)[DOI]
  3. Bicen, H., "Social network sites usage habits of undergraduate students : Case study of Facebook", Procedia-Social and Behavioral Sciences, 28, pp.943~947 (2011)[DOI]
  4. Buyukdag, N., "The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention : An experimental research", Journal of Retailing and Consumer Services, 55, pp.102112~ (2020)[DOI]
  5. Cheah, J. H., "Price image and the sugrophobia effect on luxury retail purchase intention", Journal of Retailing and Consumer Services, 57, pp.102188~ (2020)[DOI]
  6. Cho, Y. C., "Exploring Factors That Affect Usefulness, Ease Of Use, Trust, And Purchase Intention In The Online Environment", International Journal of Management & Information Systems, 19(1), pp.21~36 (2015)[DOI]
  7. Cialdini, R. B., "Social Influence : Compliance and Conformity", Annual Review of Psychology, 55(1), pp.591~621 (2004)[DOI]
  8. de Veirman, M., "Marketing through Instagram influencers : The impact of number of followers and product divergence on brand attitude", International Journal of Advertising, 36(5), pp.798~828 (2017)[DOI]
  9. Deval, H., "How Naive Theories Drive Opposing Inferences from the Same Information", Journal of Consumer Research, 39(6), pp.1185~1201 (2013)[DOI]
  10. Erickson, G. M., "The Role of Price in Multi-Attribute Product Evaluations", Journal of Consumer Research, 12(2), pp.195~199 (1985)[DOI]
  11. Folkvord, F., "Promoting healthy foods in the new digital era on Instagram : An experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions", BMC Public Health, 20(1), pp.1677~ (2020)[DOI]
  12. Garcia-de-Frutos, N., "You absolutely(don't)need this examining differences on customer engagement components for(anti)haul youtubers' videos", Journal of Research in Interactive Marketing, 15(1), pp.86~103 (2021)[DOI]
  13. Godey, B., "Social media marketing efforts of luxury brands : Influence on brand equity and consumer behavior", Journal of Business Research, 69(12), pp.5833~5841 (2016)[DOI]
  14. Gomes, M. A., "The impact of digital influencers' characteristics on purchase intention of fashion products", Journal of Global Fashion Marketing, 13(3), pp.187~204 (2022)[DOI]
  15. Grave, J. F., "Exploring the Perception of Influencers vs. Traditional Celebrities: Are Social Media Stars a New Type of Endorser?", Proceedings of the 8th International Conference on Social Media & Society, pp.1~5 (2017)
  16. Harb, A. A., "Social media as a marketing tool for events", Journal of Hospitality and Tourism Technology, 10(1), pp.28~44 (2019)[DOI]
  17. Hati, S. R. H., "Perceptions of nutritional value, sensory appeal, and price influencing customer intention to purchase frozen beef : Evidence from Indonesia", Meat Science, 172, pp.108306~ (2021)[DOI]
  18. Hayes, A. F, "Introduction to mediation, moderation, and conditional process analysis: A regression-based approach" (2017), Guilford publications
  19. Hui, M. K., "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience", Journal of Consumer Research, 18(2), pp.174~184 (1991)[DOI]
  20. Jang, W. (Eric), "The role of engagement in travel influencer marketing : The perspectives of dual process theory and the source credibility model", Current Issues in Tourism, 24(17), pp.2416~2420 (2021)[DOI]
  21. Jansom, A., "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing", Sustainability, 13(15) (2021)[DOI]
  22. Janssen, L., "Influencer advertising on Instagram : Product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification", International Journal of Advertising, 41(1), pp.101~127 (2022)[DOI]
  23. Jin, S. A. A., "Following Celebrities' Tweets about Brands : The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers' Source Credibility Perception, Buying Intention, and Social Identification with Celebrities", Journal of Advertising, 43(2), pp.181~195 (2014)[DOI]
  24. Kay, S., "When less is more : The impact of macro and micro social media influencers' disclosure", Journal of Marketing Management, 36(3-4), pp.248~278 (2020)[DOI]
  25. Ki, C. W. 'Chloe,', "The mechanism by which social media influencers persuade consumers : The role of consumers' desire to mimic", Psychology & Marketing, 36(10), pp.905~922 (2019)[DOI]
  26. Kim, D. Y., "Influencer advertising on social media : The multiple inference model on influencer-product congruence and sponsorship disclosure", Journal of Business Research, 130, pp.405~415 (2021)[DOI]
  27. Lien, C. H., "Online hotel booking : The effects of brand image, price, trust and value on purchase intentions", Asia Pacific Management Review, 20(4), pp.210~218 (2015)[DOI]
  28. Lin, H. C., "Using online opinion leaders to promote the hedonic and utilitarian value of products and services", Business Horizons, 61(3), pp.431~442 (2018)[DOI]
  29. Loftus, E. F., "Reconstruction of automobile destruction : An example of the interaction between language and memory", Journal of Verbal Learning and Verbal Behavior, 13(5), pp.585~589 (1974)[DOI]
  30. Lou, C., "Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents' Parasocial Relationship, Materialism, and Purchase Intentions", Frontiersin Psychology, 10 (2019)
  31. Lu, B., "Social presence, trust, and social commerce purchase intention : An empirical research", Computers in Human Behavior, 56, pp.225~237 (2016)[DOI]
  32. Lynn, M., "The Psychology of Unavailability : Explaining Scarcity and Cost Effects on Value", Basic and Applied Social Psychology, 13(1), pp.3~7 (1992)[DOI]
  33. Machleit, K. A., "Perceived Retail Crowding and Shopping Satisfaction: What Modifies This Relationship?", Journal of Consumer Psychology, 9(1), pp.29~42 (2000)[DOI]
  34. Metzger, M. J., "Social and Heuristic Approaches to Credibility Evaluation Online", Journal of Communication, 60(3), pp.413~439 (2010)[DOI]
  35. Moldovan, S., "Opinion leadership in small groups", International Journal of Research in Marketing, 34(2), pp.536~552 (2017)[DOI]
  36. Nafees, L., "Can social media influencer(SMI)power influence consumer brand attitudes? The mediating role of perceived SMI credibility", Digital Business, 1(2), pp.100008~ (2021)[DOI]
  37. Pittman, M., "More Trust in Fewer Followers : Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers", Journal of Interactive Marketing, 56(1), pp.70~82 (2021)[DOI]
  38. Rao Hill, S., "Social media influencer popularity and authenticity perception in the travel industry", The Service Industries Journal, 43(5-6), pp.289~311 (2023)[DOI]
  39. Saima, "Effect of Social Media Influencer Marketing on Consumers' Purchase Intention and the Mediating Role of Credibility", Journal of Promotion Management, 27(4), pp.503~523 (2021)[DOI]
  40. Sanchez-Fernandez, R., "How social media influencers affect behavioural intentions towards recommended brands: The role of emotional attachment and information value", Journal of Marketing Management, 37(11-12), pp.1123~1147 (2021)[DOI]
  41. Sener, T., "Sustainable dressing : Consumers' value perceptions towards slow fashion", Business Strategy and the Environment, 28(8), pp.1548~1557 (2019)[DOI]
  42. Shirai, M., "Impact of"High Quality, Low Price"Appeal on Consumer Evaluations", Journal of Promotion Management, 21(6), pp.776~797 (2015)[DOI]
  43. Sokolova, K., "Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions", Journal of Retailing and Consumer Services, 53, pp.101742~ (2020)[DOI]
  44. Spears, N., "Measuring Attitude toward the Brand and Purchase Intentions", Journal of Current Issues & Research in Advertising, 26(2), pp.53~66 (2004)[DOI]
  45. Steinhart, Y., "Effects of product type and contextual cues on eliciting naive theories of popularity and exclusivity", Journal of Consumer Psychology, 24(4), pp.472~483 (2014)[DOI]
  46. Suk, M., "The moderating role of subjective norms and self-congruence in customer purchase intentions in the LCC market : Do not tell me I am cheap", Research in Transportation Business & Management, 41, pp.100595~ (2021)[DOI]
  47. Torres, P., "Antecedents and outcomes of digital influencer endorsement : An exploratory study", Psychology & Marketing, 36(12), pp.1267~1276 (2019)[DOI]
  48. Trivedi, J., "The Effect of Influencer Marketing on Consumers' Brand Admiration and Online Purchase Intentions : An Emerging Market Perspective", Journal of Internet Commerce, 19(1), pp.103~124 (2020)[DOI]
  49. Upshaw, D., "The Nature of Exclusivity", Journal of Marketing Development and Competitiveness, 11(2), pp.46~63 (2017)
  50. van Dijck, J., "The Culture of Connectivity: A Critical History of Social Media" (2013), Oxford University Press
  51. Vrontis, D., "Social media influencer marketing : A systematic review, integrative framework and future research agenda", International Journal of Consumer Studies, 45(4), pp.617~644 (2021)[DOI]
  52. Wan, X., "I'll Follow the Minority : The Effects of Sales Level on Purchase Intention of Self-expressive Products", Frontiers in Psychology, 9 (2018)
  53. Weismueller, J., "Influencer Endorsements : How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media", Australasian Marketing Journal, 28(4), pp.160~170 (2020)[DOI]
  54. Westerman, D., "Asocial network as information : The effect of system generated reports of connectedness on credibility on Twitter", Computers in Human Behavior, 28(1), pp.199~206 (2012)[DOI]
  55. Xiong, Y., "Accumulation mechanism of opinion leaders'social interaction ties in virtual communities : Empirical evidence from China", Computers in Human Behavior, 82, pp.81~93 (2018)[DOI]
  56. Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence", Journal of Marketing, 52(3), pp.2~22 (1988)[DOI]

관련 논문AI추천

이 간행물의 다른 논문 (10건)