인플루언서 속성이 브랜드 지속사용의도에 미치는 영향: 관계지속의도와 제품구매의 도의 매개효과를 중심으로

초록

Purpose: This study analyzes the effects of influencer attributes on relationship maintenance, purchase intention, and brand engagement. In doing so, we also attempt to understand the moderating effects of relationship maintenance and purchase intention on brand engagement. In addition, we also verified the differential direct and indirect relationship between gender and product usage. Methods: The study sample comprises 320 respondents representing the overall population. The measurement items in the questionnaire were based on previous literature with some modifications. The SPSS software was utilized for statistical analyses. We first verified the reliability and validity of the research constructs and used multiple regression and mediation models to confirm the research questions. Results: Research question 1’s results showed that influencers’ attributes significantly affect relationship maintenance and intention of purchase. However, just the familiarity of an influencer significantly affects persistent brand engagement. These findings imply that firms need to carefully choose influencers, who closely resemble their target customers for close representation. The indirect effects in research question 2’s results show that relationship maintenance and purchase intention significantly mediate the effects of influencer attributes on brand engagement. Conclusion: Thus, to achieve positive long-term brand engagement, it is crucial to maintain a positive relationship with participating influencers and emphasize consumers’ experience and feedback with the focal products.

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