International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

Determining How Image of Social Media Influencers Affect Korean Food Purchase Behavior in China: An Image Transfer Perspective

  • Zong-Yi Zhu (School of Business Administration, College of Business and Economics, Chung-Ang University) ;
  • Hyeon-Cheol Kim (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • Received : 2023.03.31
  • Accepted : 2023.06.13
  • Published : 2023.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Existing studies on this topic have focused on the effect of online content quality on consumer attitudes and behavior, with very few illustrating the effect of influencer image on consumer attitudes and behavior. The purpose of this study intents to reveal how influencer image affect consumer behavior. We have developed an image transfer theory-based research model to reveal how influencers transfer their image to endorsed products to influence consumer behavior. The results show that influencer image positively affects satisfaction, which in turn affects the product's cognitive and affective images in the vlog. Moreover, it was found that a product's cognitive image and affective image influence consumer behavior intention. Furthermore, purchase experience exhibits significant differences in its path. Based on these results, the social media-related research theoretical implication will be offered, and managerial implications will be provided for foreign brand promotion strategies

Keywords

References

  1. Djafarova, E., & Rushworth, C. "Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users." Computers in Human Behavior, Vol. 68, pp. 1-7, Mar 2017. DOI: https://doi.org/10.1016/j.chb.2016.11.009
  2. Jin, S. V., Muqaddam, A., & Ryu, E. "Instafamous and social media influencer marketing." Marketing Intelligence & Planning, Vol. 37, No. 5, pp. 567-579, Nov. 2019. DOI: 10.1108/MIP-09-2018-0375
  3. Khamis, S., Ang, L., & Welling, R. "Self-branding,'micro-celebrity'and the rise of social media influencers." Celebrity Studies, Vol. 8, No. 2, pp. 191-208, Aug 2017. DOI: https://doi.org/10.1080/19392397.2016.1218292
  4. McCracken, G. "Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods." Journal of Consumer Research, Vol.13, No. 1, pp. 71-84, June 1986. DOI: https://doi.org/10.1086/209048
  5. Zhang, Y., Kim, E., & Xing, Z. "Image congruence between sports event and host city and its impact on attitude and behavior intention." International Journal of Sports Marketing and Sponsorship, Vol. 22, No. 1, pp. 67-86, Mar 2021. DOI: https://doi.org/10.1108/IJSMS-03-2020-0040
  6. Nurhandayani, A., Syarief, R., & Najib, M. "The impact of social media influencer and brand images to purchase intention." Jurnal Aplikasi Manajemen, Vol. 17, No. 4, pp. 650-661, 2019.
  7. Park, H. J., & Lin, L. M. "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement." Journal of Retailing and Consumer Services, Vol. 52, pp. 101934, Jan 2020. DOI: https://doi.org/10.1016/j.jretconser.2019.101934
  8. Xu, X., & Pratt, S. "Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y." Journal of Travel & Tourism Marketing, Vol. 35 No. 7, pp. 958-972, May 2018. DOI: https://doi.org/10.1080/10548408.2018.1468851
  9. Hsu, C. L., & Lin, J. C. C. "Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention." Technological Forecasting and Social Change, Vol. 108, pp. 42-53, July 2016. DOI: https://doi.org/10.1016/j.techfore.2016.04.012
  10. McCracken, G. "Who is the celebrity endorser? Cultural foundations of the endorsement process." Journal of Consumer Research, Vol. 16, No. 3, pp. 310-321, Dec 1989. DOI: https://doi.org/10.1086/209217
  11. Keller, K. L. "Conceptualizing, measuring, and managing customer-based brand equity." Journal of Marketing, Vol. 57, No. 1, pp. 1-22, Jan 1993. DOI: https://doi.org/10.1177/002224299305700101
  12. Salinas, E. M., & Perez, J. M. P. "Modeling the brand extensions' influence on brand image." Journal of Business Research, Vol. 62, No. 1, pp. 50-60, Jan 2009. DOI: https://doi.org/10.1016/j.jbusres.2008.01.006
  13. Zainuddin, Z. "Students' learning performance and perceived motivation in gamified flipped-class instruction." Computers & Education, Vol. 126, pp. 75-88, Nov 2018. DOI: https://doi.org/10.1016/j.compedu.2018.07.003
  14. Ward, T. "5 influencer marketing trends that will dominate 2017." Last modified February 13, 2017. [On line]. From: https://www.forbes.com/sites/tomward/2017/02/13/5-influencer-marketing-trendsthat-willdominate2017/#61f5f32f293a.
  15. Lai, F., Griffin, M., & Babin, B. J. "How quality, value, image, and satisfaction create loyalty at a Chinese telecom." Journal of Business Research, Vol. 62, No. 10, pp. 980-986, Oct 2009. DOI: https://doi.org/10.1016/j.jbusres.2008.10.015
  16. Song, H. G. "The Impact of Content Attributes and Content Provider Attributes on the Viewing Satisfaction and Continuous Viewing Intention on Cooking Video Channel in UGC Platform: Moderating Role of Serendipity." Culinary Science & Hospitality Research, Vol. 28, No. 3, pp. 113-123, Jan 2022.
  17. Gong, W., & Li, X. "Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement." Psychology & Marketing, Vol. 34, No. 7, pp. 720-732, June 2017. DOI: https://doi.org/10.1002/mar.21018
  18. Michael, I., Ramsoy, T., Stephens, M., & Kotsi, F. "A study of unconscious emotional and cognitive responses to tourism images using a neuroscience method." Journal of Islamic Marketing, Vol. 10, No. 2, pp. 543-564, Jan 2019. DOI: https://doi.org/10.1108/JIMA-09-2017-0098
  19. Li, D., Lu Wang, C., Jiang, Y., R. Barnes, B., & Zhang, H. "The asymmetric influence of cognitive and affective country image on rational and experiential purchases." European Journal of Marketing, Vol. 48, No. 11/12, pp. 2153-2175, Nov 2014. DOI: https://doi.org/10.1108/EJM-09-2012-0505
  20. Koo, G. Y., Quarterman, J., & Flynn, L. "Effect of perceived sport event and sponsor image fit on consumers' cognition, affect, and behavioral intentions." Sport Marketing Quarterly, Vol. 15, No. 2, pp. 80-90, 2006.
  21. Helson, H. "Adaptation-level theory: An experimental and systematic approach to behavior." 1964.
  22. Ling, K. C., Chai, L. T., & Piew, T. H. "The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention." International Business Research, Vol. 3, No. 3, pp. 63-76, July 2010. DOI: 10.5539/ibr.v3n3p63
  23. Park, J., & Stoel, L. "Effect of brand familiarity, experience and information on online apparel purchase." International Journal of Retail & Distribution Management, Vol. 33, No. 2, pp. 148-160, Feb 2005. DOI: https://doi.org/10.1108/09590550510581476
  24. Hair Jr, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. "Multivariate Data Analysis." New Jersey: PrenticeHall. 2011.
  25. Choshin, M., & Ghaffari, A. "An investigation of the impact of effective factors on the success of e-commerce in small-and medium-sized companies." Computers in Human Behavior, Vol. 66, pp. 67-74, Jan 2017. DOI: https://doi.org/10.1016/j.chb.2016.09.026