소셜미디어 인플루언서 특성이 캐나다 소비자의 모방욕구와 K-Food에 대한 태도 및 구매의도에 미치는 영향
The Effects of Social Media Influencers’ Characteristics on Canadian Consumers’ Desire to Mimic, Attitude toward K-Food, and Purchase Intention
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With the growing influence of social media, influencers have become central agents of consumer persuasion, particularly in promoting cultural and experiential products such as Korean food (K-Food). This study empirically examined how influencers’ authenticity, expertise, and attractiveness affect Canadian consumers’ attitudes toward K-Food, their desire to mimic, and their purchase intentions, using structural equation modeling (SEM). Data were collected from 279 Canadian consumers with prior experience of K-Food. The results show, first, that while authenticity and expertise had no significant effect on attitudes toward K-Food, attractiveness exhibited a significant positive effect. Second, authenticity and expertise significantly influenced the desire to mimic, whereas attractiveness did not. Third, the desire to mimic positively affected both attitudes toward K-Food and purchase intentions, serving as a key mediating variable. Fourth, attitudes toward K-Food had a significant positive effect on purchase intentions. These findings suggest that, in social media contexts, influencers’ visual attractiveness primarily shapes attitudes, whereas authenticity and expertise strengthen mimicry motives. Moreover, the desire to mimic functions as a central psychological pathway leading to both attitudinal and behavioral outcomes. This study contributes theoretically by extending the application of persuasion and social learning theories to the K-Food context, and it provides practical implications for global K-Food branding strategies that integrate visual appeal with credibility and expertise.
Abstract
With the growing influence of social media, influencers have become central agents of consumer persuasion, particularly in promoting cultural and experiential products such as Korean food (K-Food). This study empirically examined how influencers’ authenticity, expertise, and attractiveness affect Canadian consumers’ attitudes toward K-Food, their desire to mimic, and their purchase intentions, using structural equation modeling (SEM). Data were collected from 279 Canadian consumers with prior experience of K-Food. The results show, first, that while authenticity and expertise had no significant effect on attitudes toward K-Food, attractiveness exhibited a significant positive effect. Second, authenticity and expertise significantly influenced the desire to mimic, whereas attractiveness did not. Third, the desire to mimic positively affected both attitudes toward K-Food and purchase intentions, serving as a key mediating variable. Fourth, attitudes toward K-Food had a significant positive effect on purchase intentions. These findings suggest that, in social media contexts, influencers’ visual attractiveness primarily shapes attitudes, whereas authenticity and expertise strengthen mimicry motives. Moreover, the desire to mimic functions as a central psychological pathway leading to both attitudinal and behavioral outcomes. This study contributes theoretically by extending the application of persuasion and social learning theories to the K-Food context, and it provides practical implications for global K-Food branding strategies that integrate visual appeal with credibility and expertise.