항공사 인플루언서 마케팅 특성이 신뢰와 구매의도에 미치는 영향 = The Effects of Airline Influencer Marketing Characteristics on Consumer Trust and Purchase Intention

다국어 초록 (Multilingual Abstract)

This study empirically examines the effects of airline influencer marketing characteristics on consumer trust and purchase intention. The findings indicate that information credibility, storytelling, and authenticity have significant positive effects on trust, whereas content quality and interactivity do not. Additionally, all influencer marketing attributes—including content quality, information credibility, storytelling, interactivity, and authenticity—exert significant positive influences on purchase intention. Trust was also confirmed as a key mediating variable with a strong positive effect on purchase intention. These results suggest that airline consumers form trust primarily through accurate information, experience-based narratives, and authentic communication when evaluating influencer content, while high-quality content and interactive elements play a more direct role at the purchase-decision stage. From a managerial perspective, airlines should prioritize influencers who provide accurate and authentic information and support experience-driven storytelling and engagement-based communication strategies.