Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Viewers' Perceived Benefits and Responses from the YouTube Videos of Senior Fashion Influencers

시니어 패션 인플루언서의 유튜브 영상에서 시청자의 지각된 혜택과 반응에 관한 연구

  • Seo, Min Jeong (Dept. of Fashion Design, Jeonbuk National University)
  • Received : 2022.07.15
  • Accepted : 2022.08.22
  • Published : 2022.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

The MZ Generation likes watching YouTube videos produced by senior influencers despite the big age gap. In addition, the final goal of collaborative YouTube videos between senior influencers and brands is to increase sales. Accordingly, this study examined this interesting phenomenon and aimed to provide useful insights for creating YouTube videos targeting the MZ generation. This study was divided into two parts. Study 1 explored the viewers' perceived benefits by looking at the YouTube video comments of a senior fashion influencer, and then classified the perceived benefits into informational, psychological, and hedonic benefits. Study 2 analyzed the relationships among the viewers' perceived benefits (informational, psychological, hedonic benefits), attitude toward a brand, and behavior intention. Study 2 found that only informational benefits, among the three perceived benefits, enhanced attitudes toward a brand, thereby affecting behavior intention. Based on the results of two sub-studies, this study highlights the importance of informational benefits to maximize the marketing effects employing the collaborative YouTube videos of senior influencers and brands.

Keywords

Acknowledgement

본 논문은 2020년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2020S1A5B5A17090414)

References

  1. 곽지혜, 여은아. (2021). 인플루언서 특성과 소비자 욕구충족성이 인플루언서 애착, 콘텐츠 몰입 및 구매의도에 미치는 영향. 한국의류학회지, 45(1), 56-72.
  2. 국립국어원. (n.d.). 다음은 말: 인플루언서. 자료검색일 2022. 08. 16, 자료출처 https://www.korean.go.kr/front/imprv/refineView.do?mn_id=158&imprv_refine_seq=18635&pageIndex=1
  3. 권상희, 차민경. (2015). 텔레비전 프로그램 시청행위의 가치 사슬 구조 연구. 한국언론정보학보(71), 194-223.
  4. 권혜진. (2021. 05 .15). "MZ세대가 열광하니까"...패션업계, 시니어 모델 잇단 기용. 연합뉴스. 자료검색일 2022. 05. 15, 자료출처 https://www.yna.co.kr/view/AKR20210514123800030
  5. 김경회. (2019. 12. 13). [샤이니 시니어] 박막례부터 지병수까지...유튜브 시니어가 대세! 백뉴스. 자료검색일 2022. 08. 19, 자료출처 http://www.100news.kr/6655
  6. 김수정. (2021). Z세대가 생각하는 '전문가'와 '인플루언서'의 특성에 관한 연구: 인플루언서는 뉴 노멀(New Normal) 시대의 전문가인가? 문화와 사회, 29, 175-247.
  7. 김우빈, 추호정. (2019). SNS 패션 인플루언서 진정성이 팔로워 행동의도에 미치는 영향 -팬쉽의 매개효과를 중심으로. 한국의류학회지, 43(1), 17-32.
  8. 김우선. (2017). 고령사회, 시니어 시프트(Senior Shift)에 대응하는 국.내외 비즈니스 혁신사례. 고령친화산업 REPORT.
  9. 김은재, 황상재. (2019). 인플루언서 마케팅에서 정보원 유형과 경제적 대가 표시에 따른 광고 효과 연구. 한국디지털콘텐츠학회 논문지, 20(2), 297-306.
  10. 김지현. (2021. 04. 28). "이런게 진짜 어른"...MZ 세대가 '실버 3인방'에 열광하는 이유. 머니투데이. 자료검색일 2022. 08. 15, 자료출처 https://news.mt.co.kr/mtview.php?no=2021042716074914838
  11. 남석순. (2013). 시니어 출판의 가능성과 현실성 연구. 한국출판학연구, 39(2), 63-85.
  12. 박신영, 신수연. (2021). 라이브커머스의 지각된 관계혜택이 소비자 신뢰 및 구매의도에 미치는 영향. 한국의류학회지, 45(3), 464-476.
  13. 안소영. (2021. 05. 31). 미래 비즈니스 바꾸는 新 인류 'MZ 세대'. ChosunBiz. 자료검색일 2022. 08. 17, 자료출처 https://biz.chosun.com/industry/2021/05/31/57JHHZF4FBFCLGEKGKJI3IQ2VU/
  14. 유강석, 하동현. (2011). 패밀리 레스토랑에서의 관계혜택, 브랜드애착, 브랜드 충성도 간의 관계. 관광연구, 26(5), 363-381.
  15. 이동아, 홍성철, 박유란. (2021). 가상 인플루언서 특성이 브랜드 태도와 구매의도에 미치는 영향. 정보사회와 미디어, 22, 55-79.
  16. 장병희. (2021. 08. 01). 시니어는 몇 살부터?..."그때 그때 달라요". LA중앙일보. 자료검색일 2022. 08. 16, 자료출처 https://news.koreadaily.com/2021/08/01/life/senior/9593775.html
  17. 정남호, 한희정. (2012). 소셜 미디어에서 참여혜택과 온라인 정체성을 통한 여행정보 공유에 관한 연구. 관광연구, 27(5), 479-499.
  18. 정민경. (2022. 01. 29). "나도 인플루언서" 뉴미디어로 이모작 나선 시니어들. 미디어오늘. 자료검색일 2022. 08. 18, 자료출처 http://www.mediatoday.co.kr/news/articleView.html?idxno=301990
  19. 주지혁, 최명일, 김봉철. (2008). 쇼핑호스트에 대한 의사인간관계가 홈쇼핑 TV 에 대한 태도 및 구매의도에 미치는 영향: 지각된 위험과 지각된 혜택의 매개효과를 중심으로. 광고연구(80), 109-129.
  20. 진종우. (2021). 유튜브 이용 동기와 콘텐츠 정향이 시청에 미치는 영향. OOH광고학연구, 18(2), 5-21. https://doi.org/10.22993/JOA.18.2.202105.5
  21. 채진미. (2011). 인터넷 쇼핑몰에서 패션상품 소비자가 지각하는 관계혜택과 관계의 질 -고객관계 성향을 중심으로. 한국의상디자인학회지, 13(4), 199-212.
  22. 한글문화연대. (2020. 09. 21). 인플루언서 → 영향력자. 한글문화연대누리집. 자료검색일 2022. 08. 16, 자료출처 https://www.urimal.org/2970
  23. Ajzen, I. (2018). Consumer attitudes and behavior. In Handbook of Consumer Psychology (pp. 529-552). Routledge.
  24. Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European Review of Social Psychology, 11(1), 1-33. https://doi.org/10.1080/14792779943000116
  25. Aw, E. C.-X., & Chuah, S. H.-W. (2021). "Stop the unattainable ideal for an ordinary me!" fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146-157. https://doi.org/10.1016/j.jbusres.2021.04.025
  26. Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380.
  27. Chung, J. Y., & Buhalis, D. (2008). Information needs in online social networks. Information Technology & Tourism, 10(4), 267-281. https://doi.org/10.3727/109830508788403123
  28. Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55-75. https://doi.org/10.1002/dir.20061
  29. Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72. https://doi.org/10.1177/002224298204600207
  30. Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer's perspective. Journal of the Academy of Marketing Science, 26(2), 101-114. https://doi.org/10.1177/0092070398262002
  31. Jeong, M., & Choi, J. (2004). Effects of picture presentations on customers' behavioral iIntentions on the Web. Journal of Travel & Tourism Marketing, 17(2-3), 193-204. https://doi.org/10.1300/J073v17n02_15
  32. Jung, N. Y., Kim, S., & Kim, S. (2014). Influence of consumer attitude toward online brand community on revisit intention and brand trust. Journal of Retailing and Consumer Services, 21(4), 581-589. https://doi.org/10.1016/j.jretconser.2014.04.002
  33. Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer-brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155. https://doi.org/10.1016/j.ijhm.2013.08.015
  34. Kautish, P., & Sharma, R. (2018). Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector. International Journal of Retail & Distribution Management, 46(10), 894-914. https://doi.org/10.1108/IJRDM-03-2018-0060
  35. Lafferty, B., A., Goldsmith, R., E., & Newell, S., J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-12.
  36. Liu, M. T., Brock, J. L., Shi, G. C., Chu, R., & Tseng, T. H. (2013). Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour. Asia Pacific Journal of Marketing and Logistics, 25(2), 225-248. https://doi.org/10.1108/13555851311314031
  37. Luo, X. (2002). Uses and gratifications theory and e-consumer behaviors: A structural equation modeling stud. Journal of Interactive Advertising, 2(2), 34-41. https://doi.org/10.1080/15252019.2002.10722060
  38. Ryu, S., & Park, J. (2020). The effects of benefit-driven commitment on usage of social media for shopping and positive word-of-mouth. Journal of Retailing and Consumer Services, 55, 102094. https://doi.org/10.1016/j.jretconser.2020.102094
  39. Sanchez, G. (2013). PLS path modeling with R. Trowchez Editions. 자료검색일 2022. 05. 26, 자료출처 https://www.gastonsanchez.com/PLS_Path_Modeling_with_R.pdf
  40. Sanchez, G., Trinchera, L., & Russolillo, G. (2017). plspm: Tools for Partial Least Squares Path Modeling (PLS-PM). R package version 0.4.9. 자료출처 https://CRAN.R-project.org/package=plspm
  41. Sobel, L. (2022). 크리에이터 효과: 인플루언서에 대한 브랜드 의존도가 높아지는 이유와 쇼핑에 미치는 영향. Think with Google. 자료검색일 2022. 05. 29, 자료출처 https://www.thinkwithgoogle.com/intl/ko-kr/marketing-strategies/video/%EC%9D%B8%ED%94%8C%EB%A3%A8%EC%96%B8%EC%84%9C%EC%97%90-%EB%8C%80%ED%95%9C-%EB%B8%8C%EB%9E%9C%EB%93%9C-%EC%9D%98%EC%A1%B4%EB%8F%84%EA%B0%80-%EB%86%92%EC%95%84%EC%A7%80%EB%8A%94-%EC%9D%B4%EC%9C%A0%EC%99%80-%EC%87%BC%ED%95%91%EC%97%90-%EB%AF%B8%EC%B9%98%EB%8A%94-%EC%98%81%ED%96%A5/
  42. Sokolova, K., & Perez, C. (2021). You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. Journal of Retailing and Consumer Services, 58, 102276. https://doi.org/10.1016/j.jretconser.2020.102276
  43. Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. K. (2006). Consumer Behaviour: A European Perspective (3rd ed.). Pearson Education.
  44. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members' general participation in and active contribution to an online travel community. Tourism Management, 25(6), 709-722. https://doi.org/10.1016/j.tourman.2003.09.011