인플루언서의 컨셉트가 소비자 반응에 미치는 영향: 고급 컨셉트와 대중적 컨셉트의 비교
The Effects of Influencer Concepts on Consumer Outcomes: Prestige vs. Mass Concepts
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초록
최근의 연구들은 인플루언서가 추천하는 상품들이 인플루언서의 전문성과 부합될 때 그렇지 않은 경우에 비해서 소비자들이 해당 상품을 더 긍정적으로 평가하고 더 높은 구매 의도를 표현한다는 것을 보여주었다. 그러나 인플루언서가 자신의 전문 분야와 적합성이 낮은 상품을 추천해야 하는 경우, 어떻게 하면 부정적인 반응을 완화시킬 수 있는지에 대한 연구는 미흡한 실정이다. 본 연구는 이러한 갭을 메우기 위한 시도이다. 이를 위하여, 인플루언서가 자신의 전문 분야와 유사성이 낮은 상품을 추천할 때, 인플루언서의 컨셉트(고급 vs. 대중적)가 소비자의 반응에 어떠한 영향을 미치는지, 그리고 이러한 관계를 어떤 변수가 매개하는지를 탐구하였다. 이를 위하여 고급 컨셉트의 패션 인플루언서와 대중적인 컨셉트의 패션 인플루언서를 타겟 인플루언서로, 그리고 빙수(쾌락재)와 유산균(실용재)를 각각 타겟 상품으로 설정한 두 개의 실험을 실시하였다. 실험 결과, 인플루언서의 컨셉트가 응답자의 반응에 미치는 직접적인 효과는 발견하지 못했으나, 빙수(쾌락재)의 경우에는, 고급 컨셉트의 인플루언서의 상품 추천이 응답자들로 하여금 해당 상품에 대해서 고급스러움을 지각하게 하고, 이것이 해당 상품에 대한 구매의도와 태도를 높이는 간접적인 효과를 발견하였다.
Abstract
Extant literature reports that influencers can get more favorable responses from their followers when they recommend products that have high fit with their expertise. However, little research has been conducted to answer the question of how influencers can mitigate followers’ less than positive responses when they recommend products that have low fit with their expertise. This research is an attempt to offer an answer. We explored if influencers with prestige concept (vs. functional concept) could get more positive responses when then recommend products with low fit with their expertise and what would mediate the effect. We conducted two experiments with fashion influencers as target influencers and shaved ice (hedonic goods) and lactobacillus (utilitarian goods) as target products, respectively. We found no direct effects of the prestige concept. However, the results indicated that in the case of hedonic goods influencers with prestige concept could expect the followers to have higher purchase intentions and more favorable attitudes toward the product because they form perceived prestige toward the recommended product that falls outside their area of expertise.
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