인플루언서의 유형이 구매의도에 미치는 영향: 브랜드 차이와 소비가치의 조절효과 = The effects of influencer types on purchase intention: The moderation effects of brand differences and consumption value

다국어 초록 (Multilingual Abstract)

This study aims to test the impact of influencer type, active on social media, on consumers' purchase intention, and the moderating effects of brand differences and consumption value.
The results of this study are as follows.
First, tested the impact of different influencer types (review type, sponsorship type, and cell market type) on consumers' purchase intention. Specifically, we found that consumers' purchase intention was higher for the review type compared to the cell market type. However, there were no significant differences observed between the review type and sponsorship type, as well as between the sponsorship type and cell market type.
Secondly, found a significant moderating effect of brand differences (global brand, Chinese local brand) on the relationship between influencer types and purchase intention. Specifically, for the review type and sponsorship type, Chinese local brands showed a higher purchase intention compared to global brands. However, for the cell market type, global brands had a greater impact than Chinese local brands.
Thirdly, consumers' consumption value (utilitarian consumption value, hedonic consumption value) plays a moderating role in the interaction of brand differences (global brand, local brand) on the relationship between influencer types (review type, sponsorship type, cell market type) on purchase intention. Specifically, found that the main effects of influencer types(review type/sponsorship type/cell market type), brand differences(global brand/local brand), and consumption value(utilitarian consumption value/hedonic consumption value), as well as the interaction effects between influencer types and consumption value, and between the three variables, were all statistically significant.
The results of this study suggest that influencer marketing management can contribute to an increase in consumers' purchase intention.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구의 배경 1
• 제2절 연구의 목적 2
• 제3절 연구의 구성 3
• 제2장 이론적 배경 4
• 제1절 인플루언서 4
• 1. 인플루언서의 개념 4
• 2. 인플루언서의 유형 6
• 제2절 글로벌 브랜드와 로컬 브랜드 7
• 제3절 소비가치 8
• 제3장 가설설정과 연구모형 9
• 제1절 연구가설의 설정 9
• 1. 인플루언서 유형이 구매의도에 미치는 영향 9
• 2. 브랜드 차이의 조절효과 11
• 3. 소비가치의 조절효과 12
• 제2절 연구모형 13
• 제3절 변수의 조작적 정의 및 측정도구 14
• 제4장 연구방법 17
• 제1절 실험설계 17
• 제2절 데이터 수집 절차 21
• 제5장 실증분석 및 연구결과 24
• 제1절 인구통계학적 특성 24
• 제2절 측정도구의 신뢰도 및 타당성 분석 26
• 제3절 가설검정 28
• 제6장 결론 40
• 제1절 연구결과의 요약 40
• 제2절 연구의 시사점 42
• 제3절 연구의 한계점 및 향후 연구방향 43
• 참고문헌 44
• 설 문 지 50
• 국 문 초 록 74