외로움이 실버 인플루언서 협업제품 선호에 미치는 영향: 지각된 독특성의 매개효과 = The Impact of Loneliness on Preference for Silver Influencer Collaboration Products: The Mediating Effect of Perceived Uniqueness

다국어 초록 (Multilingual Abstract)

The Impact of Loneliness on Preference for Silver Influencer Collaboration Products: The Mediating Effect of Perceived Uniqueness PHAM THI HIEU Advisor : Prof. Kyeonghee Chu Department of Business Administration, Graduate School of Chosun University This research examines the influence of loneliness on consumers’ preference for silver influencer collaboration products and explores the role of perceived uniqueness in this relationship. As influencer marketing continues to expand within the digital media environment, silver influencers have attracted increasing attention as a unique type of influencer characterized by authenticity, rich life experiences, and differentiated personal images. At the same time, loneliness has become an important psychological and social issue that may affect consumer perceptions and behavioral responses. Therefore, this study focuses on how loneliness and perceived uniqueness are associated with consumers’ preference for silver influencer collaboration products. To achieve the purpose of the study, an online survey was conducted from October 5 to October 22, 2025. A total of 255 questionnaires were collected, and after excluding incomplete or insincere responses, 252 valid samples were used for the final analysis. The collected data were analyzed using IBM SPSS Statistics 26.0. Reliability analysis, exploratory factor analysis (EFA), correlation analysis, and regression analysis were performed to test the research hypotheses. The findings of the study can be summarized as follows. First, loneliness was found to have a significant positive effect on perceived uniqueness of silver influencers (β = .294, p < .001). This result indicates that consumers who experience higher levels of loneliness are more likely to perceive silver influencers as distinctive and differentiated from other influencers. Second, perceived uniqueness showed a significant positive effect on preference for collaboration products (β = .686, p < .001). This suggests that consumers who perceive silver influencers as more unique tend to demonstrate more favorable attitudes and stronger preferences toward products associated with those influencers. Overall, the results suggest that loneliness and perceived uniqueness are important psychological factors influencing consumer perceptions and preferences regarding silver influencer collaboration products. This study contributes to the influencer marketing literature by highlighting the significance of emotional and psychological characteristics in shaping consumer attitudes and product preferences in the context of silver influencer marketing. Key words: Loneliness, Silver Influencer, Perceived Uniqueness, Collaboration Product Preference.

목차 (Table of Contents)

• 제1장 서론 1
• 1.1 연구의 배경 및 필요성 1
• 1.2 연구의 목적 2
• 제2장 이론적 배경 및 가설 도출 4
• 2.1 실버 인플루언서 4
• 2.2 외로움 6
• 2.3 지각된 독특성 9
• 2.4 협업제품 선호도 12
• 2.5 외로움은 실버 인플루언서에 대한 독특성 지각에에 미치는 영향 14
• 2.6 지각된 독특성과 협업 제품 선호도 간의 관계 15
• 제3장 연구방법론 16
• 3.1 연구대상 및 자료수집 16
• 3.2 연구모형 및 가설 17
• 3.3 변수의 조작적 정의 및 측정문항 18
• 3.3.1 외로움 19
• 3.3.2 지각된 독특성 20
• 3.3.3 협업 제품 선호도 21
• 3.4 표본의 특성 22
• 3.5 분석 방법 24
• 제4장 연구결과 25
• 4.1 신뢰도 분석 25
• 4.2 타당도 분석 26
• 4.3 기술통계 분석 27
• 4.4 상관관계 분석 28
• 4.5 가설 검증 29
• 4.5.1 가설 1 검증 30
• 4.5.2 가설 2 검증 30
• 제5장 결론 및 시사점 32
• 5.1 연구의 요약 32
• 5.2 결과 해석 및 논의 33
• 5.3 학문적 시사점 35
• 5.4 실무적 시사점 37
• 5.5 연구의 한계 및 향후 연구 방향 39
• 참고문헌 42
• 부룩(설문지) 47