인플루언서와 팔로워의 트랜스 준사회적관계: 샤오홍슈 다이어트 인플루언서의 특성과 팔로워의 심리적 요인을 중심으로

초록

The rapid evolution of digital platforms and the emergence of social media influencers (SMIs) as a distinctive form of consumer culture have blurred the boundaries between interpersonal and mass communication, calling for empirical investigation into the concept of trans-parasocial relationships (TPSRs). This study examines how the characteristics of diet influencers on Xiaohongshu (credibility, expertise, attractiveness, authenticity,and recognition) influence followers’ purchase intentions and how TPSRs mediate this relationship. Using survey data from 450 followers who have viewed sponsored diet content on Xiaohongshu, the study also investigates how followers’ psychological factors—positive bias, cross-validation, and internalization of inspiration—moderate the mediating effect of TPSRs. The findings provide theoretical contributions by structurally linking influencer marketing to followers’ psychological mechanisms. Practically, the study offers insights for developing effective marketing strategies in high-involvement and high-risk product categories, such as diet-related products, emphasizing the importance of considering followers’ psychological characteristics.

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