가상 인플루언서 특성이 신뢰와 만족도를 통해서 관광지의 방문의도에 미치는 영향: 연령집단별 비교를 중심으로

Abstract

Purpose: This study comprehensively explores the characteristics of virtual influencer by paying attention to the trend of the times, and the purpose of the study was to discuss whether trust and satisfaction with tourists occur due to the characteristics of virtual influencer (attractiveness, similarity, curiosity, personification), and whether tourists' intention to visit were affected. The purpose of this study is to add an age control variable to check how the trust and satisfaction of people by age group affect the effect of intention to visit. Methods: This study was conducted on people over the age of 20 who have watched virtual influencer content via social media platforms. Analyzed a total of 327 copies of data through SPSS and Smart-PLS statistical programs. Results: As a result of the study, virtual influencer characteristics (attractiveness, similarity) positively influenced trust. Virtual influencer (attractiveness, curiosity, personification) had a positive effect on satisfaction. Trust had a positive effect on the intention to visit. Satisfaction had a positive effect on the intention to visit. Looking at the results of the age control test, it was found that satisfaction had a more positive effect on visit intention in the younger age group (β=.381) than in the older age group (β=.021). Conclusion: It can provide academic and practical implications that can be referenced when producing and using a virtual influencer in the field of tourism marketing.