SNS 속 과시적 소비 게시물이 소비자 반응에 미치는 영향에 관한 연구: 호스트와 팔로워의 성별 조합에 따른 차이 중심으로

초록

This study examined how conspicuous consumption posts on SNS influence consumer responses, focusing on differences in the gender matching between hosts and followers. We predicted that the posts’ impact on host’s attitude would be moderated by matching conditions between the host’s gender and the follower’s gender. Consequently, the attitude would affect followers’ responses to the products in the posts. To empirically test our theoretical arguments, we conducted an experiment using a 2(types of consumption for SNS post: conspicuous consumption vs. non-conspicuous consumption)*2(host gender: female vs. male)*2(follower gender: female vs. male) between-subjects design. The results showed that the effect of SNS posts of conspicuous consumption is moderated-moderated by host gender and followers gender. Specifically, when followers are male, they have a positive attitude toward male hosts, but negative attitude toward female hosts. Meanwhile, when followers are female, regardless of hosts’ gender, the posts have no impact on followers’ attitude toward SNS hosts(H1 was supported). Additionally, the results showed that this effect on followers’ attitude toward SNS hosts, depending on gender mix of hosts and followers, eventually has an influence on followers’ responses(brand attitude and buying intention)(H2 was supported).

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