1인 미디어 패션채널 속성이 소비자 관계 형성, 팬쉽, 행동의도에 미치는 영향

Abstract

The aim of this study was to examine the influence of the personal fashion media channel attributes, the content attribute and the creator attribute, on behavioral immersion, emotional bond, and social presence, which are the key factors in building consumer relationships. In addition, their relationship with behavioral intention was examined. The results of this study were as follows. First, analysis of the influence of personal fashion media channel content attributes and creator attributes on consumer relationship formation showed that the factors that affect behavioral immersion are reliability and Playfulness, Reliability and playfulness also had a significant effect on emotional bonds. Second, analysis of the relationship between building consumer relationships and behavioral intention showed that behavioral immersion, emotional bond, and social presence have a significant effect on continuous use intention, recommendation intention, and purchase intention. Third, to find out the moderating effect of fanship, a moderating regression analysis was conducted between the personal fashion media channel creator attribute and the consumer relationship, and it was found that fanship was a moderating factor.