베트남 TikTok KOL 특성이 Z세대의 구매의도에 미치는 영향 : S-O-R 모형을 중심으로

국문 초록 (Abstract)

베트남에서 TikTok의 급속한 성장과 함께, Key Opinion Leader(KOL)는 Z세대 소비자의 행동을 형성하는 중요한 요인으로 부상하였다. 본 연구는 베트남 TikTok KOL의 특성이 Flow을 매개로 Z세 대 소비자의 구매의도에 미치는 영향을 S-O-R (StimulusOrganism-Response) 모형을 기반으로 검증하였다. 구체적으로, 베트 남 TikTok KOL 특성은 신뢰성, 전문성, 매력성으로 정의하였다. 매개 변수로는 Flow, 종속변수로는 Z세대 구매의도 를 설정하였다. 연구를 위해 2025년 09월 15일부터 10월 20일까지 TikTok 쇼핑 경험이 있는 베트남 Z세대 소비자를 대상으로 온라인 설문조사를 실시하였으며, 총 491부의 설문 중 458부를 최종 분석하였다. SPSS 26과 AMOS 24를 활용하여 측정 모형의 신뢰성과 타당성을 평가하고, 구조 모형을 통해 가설을 검증하였다. 분석 결과, KOL의 신뢰성, 전문성, 매력성 모두 Flow을 통해 구매의도에 유의미한 영향을 미치는 것으로 나타났다. 또한 Flow이 매개 역할을 하여 KOL 특성과 구매의도 간 관계를 강화함 을 확인하였다. 본 연구는 베트남 TikTok 환경에서 KOL 연구를 확장 하고 S-O-R 모형을 실증적으로 검증함으로써 디지털 마케팅 연구에 기여한다. 실무적으로는 브랜드가 신뢰적, 전문적이고 매력적인 KOL과 협력하고, 브랜드 이미지를 끌어올리고, 소비자들의 구매 의도를 자극하 려는 것을 시사한다.

다국어 초록 (Multilingual Abstract)

With the rapid growth of TikTok in Vietnam, Key Opinion Leaders (KOLs) have emerged as an important factor shaping Generation Z consumers ’ behavior. This study empirically examines the relationships between Vietnamese TikTok KOL characteristics— credibility, professionalism, and attractiveness—and Gen Z consumers’ purchase intentions, considering Flow as a potential mediating factor, based on the Stimulus-Organism-Response (S-O-R) framework. Specifically, KOL characteristics were defined as credibility, professionalism, and attractiveness; Flow was set as the mediator, and purchase intention as the dependent variable. An online survey was conducted From from September 15, 2025 to October 20, 2025 targeting Vietnamese Gen Z consumers with prior TikTok shopping experience. A total of 491 responses were collected, and 458 valid questionnaires were analyzed. SPSS 26 and AMOS 24 were used to assess the reliability and validity of the measurement model, and hypotheses were tested using structural modeling. The results indicate that KOL credibility, professionalism, and attractiveness are all significantly associated with purchase intentions. Moreover, Flow shows a potential role in strengthening the relationship between KOL characteristics and purchase intention. This study contributes to the literature on digital marketing by extending research on KOLs in the Vietnamese TikTok context and empirically validating the S-O-R model. Practically, the findings suggest that brands should collaborate with professional and attractive KOLs and provide engaging content to maximize consumer immersion and purchase intentions.

목차 (Table of Contents)

• 제1장 서론 ·························· 1
• 제1절 연구 배경 및 목적 ··················· 1
• 1. 연구 배경 ························ 1
• 2. 연구 목적 ························ 4
• 제2절 연구범위 및 연구 방법 ·················· 5
• 1. 연구 범위 ························ 5
• 2. 연구 방법 ························ 6
• 제2장 이론적 배경 ······················· 7
• 제1절 TikTok 플랫폼 ···················· 7
• 1. TikTok ························· 7
• 2. TikTok Shop ····················· 10
• 제2절 Z세대와 Z세대 소비자의 행동특성 ··········· 13
• 제3절 KOL의 정의 및 특성 ················· 15
• 1. KOL의 정의······················ 16
• 2. KOL의 특성······················ 17
• 1) 신뢰성 ······················· 17
• 2) 전문성 ······················· 19
• 3) 매력성 ······················· 20
• 제4절 Flow ························ 22
• 제5절 구매의도 ······················ 24
• 제6절 S-O-R 모형 ···················· 26
• 제3장 연구모형 및 가설 ··················· 30
• 제1절 연구 모형 ······················ 30
• 제2절 연구가설 선정 ···················· 32
• 1. KOL의 특성과 Flow에 대한 가설설정 ·········· 32
• 2. Flow과 Z세대 구매의도에 대한 가설설정 ········ 33
• 제3절 설문지 구성 ····················· 34
• 1. KOL의 특성······················ 35
• 1) KOL의 신뢰성 ··················· 35
• 2) KOL의 전문성 ··················· 36
• 3) KOL의 매력성 ··················· 36
• 2. Flow ························· 37
• 3. 구매의도 ······················· 37
• 제4장 실증분석 ······················· 40
• 제1절 조사의 표본설계 및 자료수집 ············· 40
• 제2절 신뢰도 및 타당도 ·················· 42
• 제3절 판별타당도 검증 ··················· 44
• 제4절 연구가설 검증 ···················· 45
• 제5장 결론 ························· 47
• 제1절 연구 요약 및 시사점 ················· 47
• 제2절 연구의 한계점 및 향후 연구과제 ··········· 49
• 참고 문헌 ·························· 51
• ABSTRACT ························ 61