(The) effects of advertisement type and rapport degree on consumer purchase intention according to influencer fitness level

다국어 초록 (Multilingual Abstract)

Due to recent trends on social media, there has been an uptick in the amount of
lifestyle and fitness content being put online. There are many different kinds of
creators and influencers. However, most of these influencers seem to fall under two
main categories. One group portrays themselves as ideal figures to be chased after,
while the other chooses to show their shortcomings and imperfections. The goal of
this study is to see which of these tactics works best - specifically in the context of
fitness influencers. This study compared influencer fitness levels, rapport levels, and
advertising types on sponsored posts with consumer purchase intentions for advertised
products. Results showed that, while there was no direct correlation between
influencer fitness level and consumer purchase intention, the moderating variables of
advertisement type and influencer rapport level in conjunction with influencer fitness
level did, in fact, impact consumer purchase intentions. In the case of PPL advertising,
influencers with average fitness levels and high rapport yielded the most positive
impact on consumer purchase intentions. However, in the case of informative
advertising, influencers with high fitness levels and high rapport yielded the most
positive impact on consumer purchase intentions.

목차 (Table of Contents)

• I. Introduction
• 1.1 Research Background and Goals 1
• 1.2 Research Method, Scope, and Composition 8
• II. Literature Review
• 2.1 Advertisement Type 9
• 2.2 Physical Attractiveness and Fitness 12
• 2.3 Rapport 17
• 2.4 Consumer Purchase Intention 22
• III. Research Model and Hypotheses
• 3.1 Research Model 26
• 3.2 Establishing Hypotheses 27
• 3.2.1 Hypothesis for Influencer Fitness Level 27
• 3.2.2 Hypothesis for Rapport and Advertisement Type 28
• 3.2.3 Hypothesis for Influencer Fitness Level, Rapport, and Advertisement Type 30
• IV. Research Method and Hypothesis Evaluation
• 4.1 Experimental Method 31
• 4.2 Experimental Design 31
• 4.3 Research Scale 32
• 4.4 Experimental Scenarios 32
• 4.5 Subjects of Study 43
• 4.6 Analysis of Hypotheses 45
• 4.6.1 Verification of Research Operation 45
• 4.6.2 Hypothesis Tests 47
• 4.6.3 Summary of Hypotheses and Verification of Results 54
• V. Conclusion
• 5.1 Summary of Results and Implications 57
• 5.2 Limitations and Future Research 58
• References 60
• Abstract (English) 75
• Abstract (Korean) 76
• Appendix 77