한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제47권2호
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  • Pages.295-310
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  • 2023
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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가상 패션 인플루언서의 실재감이 평가속성과 관계유지행동에 미치는 영향

The Effect of Virtual Fashion Influencers' Presence on Evaluation Attributes and Relationship Maintenance Behavior

  • 이세라 (서울대학교 데이터사이언스대학원) ;
  • 박주하 (서울대학교 의류학과) ;
  • 김태연 (서울대학교 의류학과) ;
  • 전재훈 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Sera Lee (Graduate School of Data Science, Seoul National University) ;
  • Juha Park (Dept. of Fashion and Textiles, Seoul National University) ;
  • Taeyoen Kim (Dept. of Fashion and Textiles, Seoul National University) ;
  • Jaehoon Chun (Dept. of Fashion and Textiles, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
  • 투고 : 2022.10.14
  • 심사 : 2023.01.17
  • 발행 : 2023.04.30
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초록

The current virtual fashion influencers are a hyper-real prototype in that it has a higher presence than the virtual humans in the past. Also, they are leading fashion trend with more than tens of thousands of followers on social media. This study investigated the physical and social presence of virtual fashion influencer perceived by consumer and verified effects on evaluation attributes of influencers and the relationship maintenance behavior. A total of 321 Korean women in their 20s and 30s who have Instagram account participated in the online survey. The data was analyzed using AMOS 23.0. The results revealed that the physical presence had a significant impact on attractiveness of virtual fashion influencers. In case of social presence had a positive effect on friendliness and reliability of virtual fashion influencers. In addition, evaluation attributes of virtual fashion influencers' friendliness, attractiveness and reliability in the order of influence on relationship maintenance behavior. This study suggested that the development of social presence of virtual fashion influencers with friendliness and attractiveness is more important than the physical presence that has already reached a high level.

키워드

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