Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
권호 표지

The Effect of Influencer's Characteristics and Contnets Quality on Brand Attitude and Purchase Intention: Trust and Self-congruity as a Mediator

소셜미디어 인플루언서의 개인특성과 콘텐츠 특성이 브랜드 태도와 구매의도에 미치는 영향: 신뢰와 자아일치성을 매개로

  • Lee, Myung Jin (Graduate School of Information Science in Soongsil University) ;
  • Lee, Sang Won (Graduate School of Business in Hoseo University)
  • 이명진 (숭실대학교 정보과학대학원) ;
  • 이상원 (호서대학교 경영대학원)
  • Received : 2021.09.10
  • Accepted : 2021.10.21
  • Published : 2021.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study attempted to analyze the relationship between influencer's characteristic factors such as professionalism, authenticity, and interactivity and content quality factors consisting of accuracy, completeness, and diversity on brand attitude and purchase attitude through trust and self-consistency. To reveal the structural relationship between main variables, a survey was conducted on 201 users. An EFA, CFA, and reliability analysis were performed to confirm reliability and validity. And structural equation was conducted to verify hypothesis. The main results are as follows. First, it was found that professionalism and interactivity had a significant positive effect on trust. And, accuracy, completeness, and variety were all found to have a significant positive effect on trust. Second, in the relationship between individual characteristic factors and self-consistency, it was found that professionalism and authenticity had a significant positive effect on self-consistency. In addition, in the relationship between content quality and self-consistency, accuracy, completeness, and diversity were found to have a positive effect on self-consistency along with trust. Third, in the relationship between trust and self-consistency on brand attitude and purchase intention, both trust and self-consistency were found to have a statistically significant positive effect on brand attitude. It was found that only self-consistency and brand attitude had a statistically significant positive effect on purchase intention. These findings showed that when users perceive professionalism and interaction with influencer, trust increases, and professionalism and progress increase self-consistency with influencer. In addition, in the case of content quality, it was found that trust and self-consistency responded positively when perceived content quality through content accuracy, completeness, and diversity. Also, trust and self-consistency increased attitudes toward brands and could influence consumption behavior such as purchase intention. Therefore, for effective marketing performance using influencer's influence in the field of influencer marketing, which has a strong information delivery on products and brands, not only personal characteristics such as professionalism, authenticity, and interactivity, but also quality of content should be considered. The above research results are expected to suggest implications for marketing strategies and practices as one available basic data to exert the expected effect of marketing using influencer.

본 연구에서는 인플루언서의 전문성, 진정성 및 상호작용성 등 개인 특성요인과 정확성, 완전성 및 다양성으로 구성된 콘텐츠 품질요인이 인플루언서에 대한 신뢰와 자아일치성을 통해 브랜드 태도와 구매태도에 미치는 관계를 분석하고자 하였다. 이를 위해 국내 20대 이상의 성인 201명을 대상으로 주요 변인 간 관계를 분석하였다. 주요 분석결과를 제시하면 다음과 같다. 첫째, 인플루언서의 개인특성요인과 신뢰와의 관계에서 전문성과 상호작용성이 신뢰에 통계적으로 유의한 정의 영향을 미치는 것으로 나타났다. 또한, 콘텐츠 품질과 신뢰와의 관계에서는 정확성, 완전성, 다양성도 신뢰에 모두 유의한 정의 영향을 미치는 것으로 나타났다. 둘째, 인플루언서의 개인특성요인과 자아일치성과의 관계에서는 전문성과 진정성이 자아일치성에 통계적으로 유의한 정의 영향을 미치는 것으로 나타났다. 또한, 콘텐츠 품질과 자아일치성과의 관계에서는 정확성, 완전성, 다양성이 신뢰와 함께 자아일치성에 정의 영향을 미치는 것으로 나타났다. 셋째, 신뢰와 자아일치성이 브랜드 태도와 구매의도에 미치는 관계에서는 신뢰와 자아일치성 모두 브랜드 태도에 통계적으로 유의한 정의 영향을 미치는 것으로 나타났다. 구매의도에는 자아일치성과 브랜드 태도만이 통계적으로 유의한 정의 영향을 미치는 것으로 나타났다. 이러한 연구결과는 콘텐츠 이용자들이 인플루언서에 대해 전문성과 상호작용성을 지각할 때, 신뢰가 증가하며, 전문성과 진전성은 인플루언서와 자아일치감이 증가하는 것을 알 수 있었다. 또한, 콘텐츠 품질의 경우, 콘텐츠의 정확성, 완전성, 다양성을 통해 콘텐츠 품질을 지각할 때 신뢰와 자아일치성도 긍정적으로 반응하는 것을 알 수 있었다. 더불어 신뢰와 자아일치성은 브랜드에 대한 태도를 증가시키고 구매의도 등 소비행동으로 영향력을 미칠 수 있는 관계를 확인할 수 있었다. 따라서 제품과 브랜드에 대한 정보전달 성격이 강한 인플루언서 마케팅 분야에서 인플루언서의 영향력을 이용한 효과적인 마케팅 성과를 위해서는 전문성, 진정성, 상호작용성 등 개인적 특성요인뿐만 아니라, 콘텐츠의 질적인 부분도 함께 고려되어야 할 것이다. 이상의 연구결과는 인플루언서를 활용한 마케팅의 기대효과를 발휘하기 위해 하나의 활용 가능한 기초자료로서 마케팅 전략 및 실무에 시사점을 제시할 수 있을 것으로 보인다.

Keywords

References

  1. Aaker, D. A., Myers, J. G., & Batra, R.(1992). Advertising management. Englewood Cliffs. NJ: Prentice Hall.
  2. Ahn, D. H., & Han, G. J.(2011). Research articles: The effects of SNS(social networking service) quality on brand reputation, quality satisfaction and purchase intention in the food service industry. Journal of Foodservice Management, 14(4), 169-188.
  3. Ahn, K. H., & Lee, G. H.(2004). The Study of the Effect of Consumer-Company Identification on Consumer's Evaluation of Company Products and Behavioral Responses. Korean Journal of Marketing, 19(4), 55-78.
  4. Anisimova, T.(2007). The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty. Journal of Consumer Marketing, 24(7), 395-405. https://doi.org/10.1108/07363760710834816
  5. Aquino, K. F., & Reed, A., II.(2002). The self-importance of moral identity. Journal of Personality and Social Psychology, 83(6), 1423-1440. https://doi.org/10.1037/0022-3514.83.6.1423
  6. Ashforth, B. E., & Mael, F.(1989). Social identity theory and the organization. Academy of management review, 14(1), 20-39. https://doi.org/10.2307/258189
  7. Ballou. D. P., & Pazer. H.(1985). Modeling Data and Process Quality in Multi-input. Multi-output Information System. Management Science, 31(2), 150-162. https://doi.org/10.1287/mnsc.31.2.150
  8. Bergami, M., & Bagozzi, R. P.(2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577. https://doi.org/10.1348/014466600164633
  9. Bhattacharya, C. B., & Sen, S.(2003). Consumer-Company Identification: framework for understanding consumers relationships with companies. Journal of Marketing, 67(2), 76-88. https://doi.org/10.1509/jmkg.67.2.76.18609
  10. Bhattacharya, C. B., Rao, H., & Glynn, M. A.(1995). Understanding the Bond of Identification: and Investigation of its Correlates Among Art Museum Members. Journal of Marketing, 59(4), 46-57. https://doi.org/10.2307/1252327
  11. Burnkrant, R. E., & Cousineau, A.(1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2(3), 206-215. https://doi.org/10.1086/208633
  12. Chae, S. I.(2003). Social Scientific Survey Me- thodology(3rd ed.). Seoul: Hakhyunsa.
  13. Cheung, M. K., Lee, M. L. O., & Rabjohn, N.(2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247. https://doi.org/10.1108/10662240810883290
  14. Chung, E. E., & Jung, E. C.(2013). TV Home Shopping Show Host's Verbal and Non-Verbal Communication Capacities in Relation to Purchasing Intention. Journal of Speech, Media and Communication Research, 21, 139-178.
  15. Chung, S., & Cho, H.(2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsemen. Psychology & Marketing, 34(4), 481-495. https://doi.org/10.1002/mar.21001
  16. Cui, N., Wang, T., & Xu, S.(2010). The influence of social presence on consumers' perceptions of the interactivity of web sites. Journal of Interactive Advertising, 11(1), 36-49. https://doi.org/10.1080/15252019.2010.10722176
  17. DeLone, W. A., & McLean, E. R.(2003). The DeLone and McLean Model of Information Systems Success: A Ten-Year Update. Journal of Management Information Systems, 19(4). 9-30. https://doi.org/10.1080/07421222.2003.11045748
  18. Dickinson, H.(2006). The evaluation of health and social care partnerships: an analysis of approaches and synthesis for the future. Health & social care in the community, 14(5), 375-383. https://doi.org/10.1111/j.1365-2524.2006.00650.x
  19. Engel, J. F., Brackwell, R. D., & Miniard, P. W.(1995). Consumer Behavior, 8th ed.. The Dryden Press, Harcourt Brace College Publishers.
  20. Erickson, R. J.(1994). Our society, our selves: Becoming authentic in an inauthentic world. Advanced Development Journal, 6(1), 27-39.
  21. Filieri, R., & McLeay, F.(2013). E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers' Adoption of Information from Online Reviews. Journal of Travel Research, 53(1), 44-57. https://doi.org/10.1177/0047287513481274
  22. Fishbein, M., & Ajzen, I.(1975). Belief, Attitude, Intention, and Behavior: an Introduction to Theory and Research. New York: Addison-Welsey.
  23. Fournier, S.(1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-373. https://doi.org/10.1086/209515
  24. Gilmore, J. H., & Pine, B. J.(2007). Authenticity: What consumers really want. Boston: Harvard Business Press.
  25. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J.(2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54. https://doi.org/10.1080/00913367.2000.10673616
  26. Hair, J., Anderson, R., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis, (5th ed.). NJ: Upper Saddle River, Prentice-Hall.
  27. Han, K. H., & Choi, W. S.(2007). The Effects of Congruency of Brand Personality and Self-image on Hotel Brand Identification and Customer Brand Loyalty. Journal of Tourism and Leisure Research, 19(4), 207-226.
  28. Han, S. J.(2020). The Effect of Influencer Characteristics on Consumer Satisfaction and Continuous Use Intention. Asia Pacific Journal of Business, 11(4), 121-134.
  29. Hanks, L., Line, N., & Yang, W.(2017). Status seeking and perceived similarity: A consideration of homophily in the social servicescape. International Journal of Hospitality Management, 60, 123-132. https://doi.org/10.1016/j.ijhm.2016.10.007
  30. Heo, O., & Chung, D H.(2011). Influence of Augmented Reality Advertising on Advertising Attitude, Brand Attitude, and Purchase Intention through Mediator Presence. Advertising Research, 90, 71-94.
  31. Hollenbeck, C. R., & Kaikati, A. M.(2012). Consumers' use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing, 29(4), 395-405. https://doi.org/10.1016/j.ijresmar.2012.06.002
  32. Homburg, C., Wieseke, J., & Hoyer, W. D.(2009). Social Identity and the service-profit chain. Jouranl of Marketing, 73(2), 38-54. https://doi.org/10.1509/jmkg.73.2.38
  33. Johnson, M. D., & Morgeson, F. P.(2005). Cognitive and affective identification in organizational settings. In Academy of Management Proceedings Academy of Management. NewYork: Briarcliff Manor.
  34. Jung, C. H., & Jung, D. H.(2009). Effects of Contents Quality on User's Satisfaction and Continuous Usage Intention in UCC Service. The Journal of the Korea Contents Association, 9(7), 294-303. https://doi.org/10.5392/JKCA.2009.9.7.294
  35. Keller, K. L.(1993). Conerptualizing, Measuring and Managing Customer Based Equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.2307/1252054
  36. Kernis, M. H.(2003). Toward a conceptualization of optimal self-esteem. Psychological inquiry, 14(1), 1-26. https://doi.org/10.1207/S15327965PLI1401_01
  37. Kim, J. M.(2017). The Effect Purchase Motivation Factors for Celebrities Personal Fashion Brand on Brand Attitude, PurchaseIntention and Product Satisfaction-Focused on Chinese Consumers. The Korean Society Of Design Culture, 23(4), 197-206. https://doi.org/10.18208/ksdc.2017.23.4.197
  38. Kim, S. Y., Yu, E., & Jung, J.(2016). The impact of viewing motivation and social viewing on continued use and willingness to pay in the personal broadcasting service: Focused on AfreecaTV. Review of Culture & Economy, 19(3), 57-84.
  39. Kim, W. B., & Choo, H. J.(2019). The Effects of SNS Fashion Influencer Authenticity on Follower Behavior Intention: Focused on the Mediation Effect of Fanship. Journal of the Korean Society of Clothing and Textiles, 43(1), 17-32. https://doi.org/10.5850/JKSCT.2019.43.1.17
  40. Klohnen, E. C., & Luo, S.(2003). Interpersonal attraction and personality: What is attractive-self similarity, ideal similarity, complementarity or attachment security? Journal of Personality and Social Psychology. 85(4), 709-722. https://doi.org/10.1037/0022-3514.85.4.709
  41. KOTRA(2017). Global market report: Strategies to enter the U.S. market with social influencer. Global Market Report(GMR: 17-033). Seoul: KOTRA.
  42. KOTRA(2021). Global Digital Marketing in One Volume: KOTRA's Digital Marketing Strategies and Global Trends(KOTRA: 21-156). Seoul: KOTRA.
  43. Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J.(2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964. https://doi.org/10.1016/j.jbusres.2006.06.001
  44. Lee, D. K., & Na, T. K.(2016). The Effect of Source Credibility about Online Restaurant Information on Information Usefulness, Acceptance of e-WOM and Behavior Intention. International Journal of Tourism and Hospitality Research, 30(1), 261-274. https://doi.org/10.21298/IJTHR.2016.01.30.1.261
  45. Lee, E. S.(2021). The Effect of Social Media Influencer's Parpasocial Interaction and Relationship on Users's Brand Attitude and Purchase Intention. The Journal of the Korea Contents Association, 21(3), 270-281. https://doi.org/10.5392/JKCA.2021.21.03.270
  46. Lee, G. W., Liu, F., & Ryu, S. W.(2018). Architecture Analysis of the effect of the Personal Media Branded Contents on Consumer's Attitude. Journal of Information Technology and Architecture, 15(2), 187-199. https://doi.org/10.22865/JITA.2018.15.2.187
  47. Lee, H. M., & Nam, K. Y.(2020). The effects of food Instagram information quality on perceived usefulness, satisfaction, and continuous intention to use: Applying Post Acceptance Model(PAM). Korean Journal of Hospitality and Tourism, 29(8), 195-212. https://doi.org/10.24992/KJHT.2020.12.29.08.195.
  48. Lee, J. E., & Watkins, B.(2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171
  49. Lee, J. H., Lee, S. H., & Yoon, J. H.(2019). The impact of personal characteristics and social viewing of YouTube personal travel. Korean Journal of Hospitality and Tourism, 28(4), 51-71. https://doi.org/10.24992/KJHT.2019.06.28.04.51.
  50. Lee, K. Y.(2014). Effects of SNS users' Perception of Authenticity of SNS on Organization-Pubic relation. Korean Journal of Communication Studies, 21(1), 5-33.
  51. Lee, Y. A., & Ha, K. S.(2020). A Study on the Influence of Social Media Experience and Influencer on Consumer Satisfaction and Purchase Intention. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(2), 171-181. https://doi.org/10.16972/APJBVE.15.2.202004.171
  52. Lee, Y. J., & Song, G.(2016). An exploratory study on acceptance of personal webcasting contents: Focusing on use characteristics and attitudes toward advertising. Journal of Broadcasting and Telecommunications Research, 96, 68-103.
  53. Lewis, J. D., & Weigert, A.(1985). Trust as a social reality. Social Forces, 63(4). 967-985. https://doi.org/10.1093/sf/63.4.967
  54. Lombard, M., & Snyder-Duch, J.(2001). Interactive advertising and presence: A framework. Journal of Interactive Advertising, 1(2), 56-65. https://doi.org/10.1080/15252019.2001.10722051
  55. Lombard, M., & Ditton, T.(1997). At the heart of it all: the concept of presence. Journal of Computer-Mediated Communication, 3(2).
  56. Lou, C., & Yuan, S.(2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  57. Mael, F., & Ashforth, B. E.(1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior, 13(2), 103-123. https://doi.org/10.1002/job.4030130202
  58. McCracken, G.(1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321. https://doi.org/10.1086/209217
  59. McMillan, S. J., & Hwang, J. S.(2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of advertising, 31(3), 29-42. https://doi.org/10.1080/00913367.2002.10673674
  60. Morgan, R. M., & Hunt, S. D.(1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38. https://doi.org/10.2307/1252308
  61. MSIT(2020). Korea Advertising Expenditure Research(2020). Sejong: MSIT.
  62. Mun, D. J., & Lim, O. S.(2005). A Study on Consumer's Attitude about Mecenat Activity of Corporate Brand. The Korean Journal of Advertising, 16(3), 83-117.
  63. Muniz, A. M., & O'guinn, T.(2001). Brand Community. Journal of Consumer Research, 27(4), 412-432. https://doi.org/10.1086/319618
  64. Nasmedia(2021). Digital Media & Marketing Trend Forecast in. Seoul: Nasmidea.
  65. Oh, J. Y., & Sung, Y. H.(2019). A Study on the Influence of Reliability and Attraction, Aattributes of Influence on the Continuing Relationship: Focusing on Z/Y Generation. Journal of Cultural Product & Design, 57, 261-270. https://doi.org/10.18555/kicpd.2019.57.25
  66. Ohanian, R.(1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
  67. Oliver, R. I.(1999). Whence Consumer Loyalty?. Journal of Marketing, 3(Special Issue), 33-44. https://doi.org/10.1177/00222429990634s105
  68. Parasuraman, A., Zeithaml, V. A., & Berry, L. L.(1985). Servqual: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
  69. Pitt, L. F., Watson, R. T., & Kavan, C. B.(1995). Service Quality: A Measure of Information Systems Effectiveness. MIS Quarterly, 19(2), 173-187. https://doi.org/10.2307/249687
  70. Price, L. L., Arnould, E. J., & Deibler, S. L.(1995). Consumers' emotional responses to service encounters: the influence of the service provider. International Journal of Service Industry Management, 6(3), 34-63. https://doi.org/10.1108/09564239510091330
  71. Rogers, E.(1995). Discussion of innovations, 4th ed. New York: The Free Press.
  72. Rosenberg, M.(1979). Conceiving the self. New York: Basic Books.
  73. Seo, M. R., & Rhee, Y. N.(2019). Effects of Corporate Social Media(SNS) Communication on Organization-Public Relationships: An Exploratory Study on Interrelationships among Social Presence, Corporate Identity, Company-Customer Identification. Journal of Public Relations, 23(3), 31-59. https://doi.org/10.15814/jpr.2019.23.3.31
  74. Shin, K. A., & Han, M. J.(2019). Exploratory Survey on Factors Involved in Endorsement Potentials of Youtube Influencers: Characteristics of Influencers, Characteristics of Video Contents, and Para-Social Interactions. Journal of Public Relations, 23(5), 35-71. https://doi.org/10.15814/jpr.2019.23.5.35
  75. Shin, Y. W., & Cho, C. H.(2014). A Study on Advertising Effectiveness of Source Expertness and Social Distance in Facebook: Applying Persuasion Knowledge Model. The Korean Journal of Advertising, 25(1), 343-366. https://doi.org/10.14377/KJA.2014.1.15.343
  76. Sokolova, K., & Kefi, H.(2020). Instagram and YouTube Bloggers Promote It, Why Should I Buy? How Credibility and Parasocial Interaction Influence Purchase Intentions. Journal of Retailing and Consumer Services, 53, 1-16.
  77. Wiedmann, K. P., Hennigs, N., & Hannover, S. L.(2010). Sascha Langner Spreading the Word of Fashion: Identifying Social Influencers in Fashion Marketing. Journal of Global Fashion Marketing, 1(3), 142-153. https://doi.org/10.1080/20932685.2010.10593066
  78. Williams, F., Rice, R., & Rogers, E.(1988). Research methods and the new media, New York: The Free Press.
  79. Woo, J. P.(2014). The concept and understanding of structural equation model by professor Woo. Seoul: Hannarae Publishing Co.
  80. Yi, Y. J., & Lee, J. Y.(2004). Relationships among brand identification, brand affect, and brand loyalty-utilitarian products vs. hedonic products. Advertising Research, 65, 101-125.
  81. You, M. H.(2021) Impacts of Majip-Related Influencers' Personal Quality and Content Quality on the Visit Intention. Culinary Science & Hospitality Research, 27(5), 133-143. https://doi.org/10.20878/CSHR.2021.27.5.014