디인플루언서의 정보품질 및 공신력에 대한 소비자의 인식이 유용성과 태도에 미치는 영향

Abstract

De-influencers have emerged to highlight negative aspects of consumption and challenge consumers to reconsider their purchasing behaviors. Their contents are highly visible and engaging, significantly impacting the influencer market. This study investigated effects of information quality and credibility of de-influencers with negative opinions on perceived usefulness and attitudes towards de-influencers. An online survey was conducted with a convenience sample of individuals in their 20s and 30s who had experience of following influencers. A 5-point Likert scale adapted from previous studies was used to measure perceived information quality (timeliness, playfulness, vividness, accuracy, novelty), perceived usefulness, attitudes towards de-influencers, and the credibility of information providers (trust, expertise). A total of 195 responses were analyzed using descriptive statistics and factor analysis in SPSS 29.0. Additionally, Smart PLS 4.0 was used to test the research model. Information quality theory was applied to de-influencers to derive information quality dimensions (timeliness, playfulness, vividness, accuracy, novelty). Among these dimensions, playfulness and novelty were identified as important factors that could enhance the perceived usefulness of de-influencers. Significant direct effects of de-influencers’ credibility (trust, expertise) on their perceived usefulness were found. This study also identified mediating effects of usefulness in relationships between playfulness, novelty, credibility, expertise, and attitudes toward de-influencers. Findings of the study provide meaningful insights for influencer marketing, particularly in understanding the role of de-influencers in shaping consumer perceptions and behaviors.