패션 인플루언서의 속성이 소비자의 구매의도 및 구전의도에 미치는 영향에 관한 연구

Abstract

This study aimed to examine the effect of fashion influencer attributes on consumers" purchase intention and the intention and factors of consumers who purchased their recommended products to continuously share and use the information they provided. As a result of the study, first, the attributes of fashion influencer were classified into attractiveness, reliability, expertise, and information, and they were found to have a significant effect on brand attachment and customer satisfaction. Second, brand attachment and customer satisfaction were found to have a significant effect on purchase intention, and they were found to have an effect on WOM intention through purchase intention. Third, it was found that the attributes of fashion influencer, such as attractiveness, reliability, and information, had a significant effect on purchase intention and WOM intention. However, it was found that expertise did not affect purchase intention and WOM intention. In addition, professionalism was found to have a significant effect on purchase intention when brand attachment and customer satisfaction mediated. Finally, purchase intention was verified by verifying the mediating effect of fashion influencer"s attractiveness, reliability, expertise, information, and WOM intention. It was found that purchase intention had mediating effect on attractiveness, reliability, information, and WOM among influencer"s attributes, but there was no mediating effect in expertise. This study aims to present important basic data for fashion marketing using fashion influencers in the future and marketing plans that can be used for efficient consumer management.