외식 인플루언서 SNS 콘텐츠 특성이 소비자의 행동의도에 미치는 영향 - 밴드왜건 성향의 매개효과를 중심으로 -

Abstract

This study analyzes the influence of SNS content characteristics created by food influencers on viewers’ behavioral intentions, with a particular focus on the mediating role of bandwagon tendency. Drawing on prior research, this study identifies four key content attributes—accuracy, credibility, attractiveness, and usefulness—and investigates their direct and indirect effects on viewers’ intention to share and intention to purchase. Data were collected from 260 SNS users, and exploratory factor analysis, reliability testing, and regression analysis were conducted. Additionally, PROCESS Macro Model 4 was applied to examine the mediating effect of bandwagon tendency. The results reveal that content credibility directly influences both sharing and purchasing intentions, whereas attractiveness and usefulness primarily affect behavioral intentions through the mediating role of bandwagon tendency. These findings highlight the growing importance of influencer characteristics and herd psychology in digital food marketing. The study provides meaningful theoretical and practical implications for understanding consumer behavior and developing effective influencer-based marketing strategies.