Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Beauty Influencers' Characteristics and Product Characteristics on New Product Acceptance Intentions - Focusing on Chinese Consumers -

뷰티 인플루언서 특성과 제품 특성이 신제품 수용의도에 미치는 영향 - 중국 소비자를 대상으로 -

  • Ruiqi Xu (Department of Clothing and Textile, Pusan National University) ;
  • Eun-Hye Kim (Department of Fashion Design, Pukyong National University) ;
  • Jin-Hwa Lee (Department of Clothing and Textile, Pusan National University)
  • Received : 2022.10.04
  • Accepted : 2022.12.28
  • Published : 2022.12.31
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Abstract

This study explored the impact of beauty influencers' characteristics and product characteristics on new product acceptance intentions and studied the mediating effects of consumer trust in this process. A survey was conducted from February 22, 2021, to February 28, 2021, with Gen Y and Gen Z women in China, and 379 questionnaires were analyzed. The conclusions are as follows: First, the characteristics of beauty influencers are authenticity and expertise, similarity, attractiveness, interactivity, familiarity, and trustworthiness; product characteristics are cost, image, product quality, product perception, sales promotion, and sustainability. Second, partial beauty influencers' characteristics and partial product characteristics have a positive impact on consumer confidence and acceptance intention of the new product. Third, the mediating effect of consumer trust in the process by which beauty influencers' characteristics and product characteristics influence the intention of new product acceptance was determined. Therefore, when beauty companies use influencers in marketing, it is necessary to understand their characteristics, consider their professionality and authenticity, examine their reliability, and assess their ability to form connections with images and viewers that match their products. Additionally, to increase the acceptance intention of new products, companies should present the price of high-quality products, product sensibilities, and corporate images of products and establish measures that can positively affect consumers' acceptance intention of new products by combining them with the characteristics of beauty influencers.

Keywords

Acknowledgement

이 논문은 2022년도 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(No. 2020R1I1A3075101).

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