SNS 광고에서 인플루언서 유형에 따른 광고모델 속성이 요가복 제품태도와 구매의도에 미치는 영향

Abstract

Purpose: The purpose of this study is to identify the attributes of advertising models according to the type of influencer in yoga outfit advertisements on SNS, to compare and analyze how the attributes of influencer affect consumers’ yoga outfit product attitudes & purchase intention, and to present basic data for companies with yoga outfit to establish effective marketing strategies in selecting SNS advertising models.<BR> Method: Women in their 10s-40s, currently using one or more SNS accounts were set as the population of the study by using the convenience sampling method. A total of 246 questionnaires were distributed, and the respondents filled out questionnaires freely through the self-evaluation method. 242 responses were finally used, excluding 4 responses that do not use SNS. The collected questionnaires were statistically processed using the statistical program IBM SPSS statistics 25.0 by conducting frequency analysis, exploratory factor analysis, reliability analysis, descriptive statistical analysis, bivariate correlation analysis, one-way ANOVA, and multiple regression analysis.<BR> Results: The results of this study are as follows. 1) There were significant differences in attractiveness, reliability, and expertise, which are sub-factors of model attributes, depending on the influencer type. Celebrity influencer was rated the highest in attractiveness, and expert influencer was rated the highest in reliability and expertise. 2) The attribute of advertising models according to the influencer type had a significant impact on the attitude toward yoga outfit products. The attractiveness, reliability, and expertise of celebrity influencer, expert influencer, and ordinary person influencer all had a static impact on product attitudes. 3) The attitude of advertising models according to the influencer type had a significant impact on purchase intention. The attractiveness, reliability, and expertise of celebrity influencers and ordinary person influencers had a static impact on purchase attention, while expert influencers had a static impact on purchase intention with expertise and reliability.<BR> Conclusion: In summary, the findings in this study confirm that there are significant differences in model attributes depending on the influencer type, and the attribute of advertising models according to the influencer type had a significant impact on the attitude toward yoga outfit products and purchase intention.