가상 인플루언서의 특성들이 구전의도에 미치는 영향에 관한 탐색적 연구: 구전 소통의 과정을 중심으로

초록

Through SNS, companies have been able to disseminate reliable information more quickly to a wider range of consumers, and word of mouth has become more effective for young users who are resistant to one-sided marketing activities such as existing advertising and promotions. Under this background, this study attempted to examine the impact of virtual influencer’s characteristics on the occurrence of word of mouth. In particular, attention was paid to the role of psychological factors of users experiencing the virtual influencer. This study examined how the user’s attachment to the object and self-congruity affect the relationship between the characteristics of virtual influencers and word-of-mouth, focusing on the mediating effect of psychological factors. This study found that the characteristics of virtual influencers, such as expertise, curiosity, and attractiveness, had a positive influence on word-of-mouth intention about virtual influencers through attachment and self-congruity. However, among the characteristics of virtual influencers, inconvenience had a direct or indirect negative effect on word-of-mouth intention.

키워드