Journal of Wellbeing Management and Applied Psychology (웰빙융합연구)

Korea Wellbeing Convergence Association (한국웰빙융합학회)
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A Study on the Effect of Influencer Characteristics on Customer Loyalty

  • KWON, Lee-Seung (Department of Health Care Management, Catholic Kwandong University) ;
  • LEE, Jae-Min (Department of Business Administration, SungKyunKwan University)
  • Received : 2022.04.22
  • Accepted : 2022.06.15
  • Published : 2022.06.30
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Abstract

Purpose: The purpose of this study is to analyze the effect of attributes of online influencers on customers royalty mediated brand image and impulse buying. Research design, data and methodology: To conduct this study, a survey of 521 online user who experienced online shopping. Results: The empirical analysis results are as follows. First, among the influencer attributes, attractiveness, reliability, and expertise all had a significant positive effect on the brand image. Second, among the influencer attributes, only attractiveness had a significant positive influence on Purchase Intention. Third, the brand image had a significant positive influence on Purchase Intention. Fourth, while the influencer attributes did not have a significant influence on customer loyalty, brand image and Purchase Intention a significant positive influence on it. Conclusions: Among the influencer attributes, attractiveness and reliability had a significant positive mediating effect on customer loyalty through brand image, but the influencer attribute had no significant mediating effect through Purchase Intention. The influencer attribute had a significant positive mediating effect through brand image and Purchase Intention.

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