Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Study on the Influence Factors of Fashion Virtual Influencer's Visual Factors Leading to Follower's Behavioral Intention & Addiction

패션 버추얼 인플루언서의 시각적 요소가 팔로워 행동의도, 중독에 이르는 영향요인 연구

  • 왕김남 (경성대학교 디지털디자인학과) ;
  • 배승주 (경성대학교) ;
  • 이석호 (경성대학교 디지털디자인학과) ;
  • 이상호 (경성대학교 디지털디자인학과)
  • Received : 2021.10.12
  • Accepted : 2021.12.20
  • Published : 2021.12.28
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Abstract

This study tried to identify the factors influencing the visual factors of fashion virtual influencers(FVI), on follower behavioral intention and addiction. As the number of fans of FVI is increasing these years, and the addiction phenomenon of social platforms is also increasing, researchers thought that a study to confirm the behavioral intention of fans and the path to addiction through the visual factors of FVI would be necessary. According to the research results, it was confirmed that among the visual factors of FVI, attractiveness affects authenticity through expertise. In addition, researchers confirmed that authenticity influences flow through relationship maintenance of behavioral intention, and authenticity influences addiction through flow. Thus, researchers verified the path leading to FVI's visual factors to behavioral intention and addiction, such as visual factors and authenticity, authenticity and behavioral intention, and behavioral intention and addiction. Researchers hope to conduct research with various content types of FVI, other social platforms.

본 연구는 패션 버추얼 인플루언서(FVI)의 시각적 요소가 팔로워 행동의도, 중독에 미치는 영향요인을 확인하고자 하였다. 요즘 FVI의 팬 수가 증가하고 있으며, 소셜 플랫폼의 중독 현상도 증가하면서 연구자들은 FVI의 시각적 측면으로 팬들의 행동의도와 중독에 이르는 경로를 확인하는 연구가 필요할 것으로 보았다. 연구결과 FVI의 시각적 요소인 매력성은 전문성을 통해 진정성을 영향을 미치는 것으로 확인되었다. 또 진정성은 행동의도의 관계유지를 통해 몰입에 영향을 미치는 것이 확인되었고 진정성은 몰입을 통해 중독에 영향을 미치는 것도 확인되었다. 연구자들은 본 연구를 통해 FVI의 시각적 요소가 행동의도와 중독에 이르는 경로를 시각적 요소와 진정성, 진정성과 행동의도, 행동의도와 중독 등으로 설정하여 검정하였다는 점에서 이론적, 실무적 공헌점이 있다고 보았다. 연구자들은 향후 FVI의 다양한 콘텐츠 유형, 소셜 플랫폼의 측면으로 연구가 확대되길 기대한다.

Keywords

Acknowledgement

This research was supported by Basic Science Research Program through the National Research Foundation of Korea(NRF) funded by the Ministry of Education (NRF-2021-R1I1A3054903).

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