Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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The Effects of Personal Media and Influencer Attributes on User's Trust, Viewing Commitment, and Purchase Intention

1인 미디어 콘텐츠 및 인플루언서의 속성이 이용자들의 신뢰, 시청몰입, 구매의도에 미치는 영향

  • Jun-Seop Lee (Department of Business Administration, Gangneung-Wonju National University) ;
  • Ji-Young Kim (Department of Railroad Management and Logistics, Korea National University of Transportation)
  • 이준섭 (강릉원주대학교 경영학과) ;
  • 김지영 (한국교통대학교 철도경영.물류학과)
  • Received : 2023.05.30
  • Accepted : 2023.06.23
  • Published : 2023.06.30
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Abstract

Purpose - The purpose of this study is to verify the effects of attributes of personal media content and influencers on the cognitive and emotional trust of platform users. In addition, the structural relationships among cognitive trust, emotional trust, viewing commitment, and purchase intention were examined. Design/methodology/approach - For the empirical analysis of the study, a survey was conducted on 192 consumers who have recently experienced using personal media content. The Confirmatory Factor Analysis (CFA) and the Structure Equation Model (SEM) were hired in order to analyze the survey data. Findings - Findings of this study are 1) informativeness and expertise had a significant effect on cognitive and emotional trust. However, entertainment had no significant effect on both cognitive and emotional trust; 2) interactivity had a significant effect on emotional trust, but not on cognitive trust; 3) cognitive and emotional trust had a positive effect on the viewing commitment of the content; 4)content users' viewing commitment had a positive effect on their intention to purchase recommended products. Research implications or Originality - The theoretical and practical implications were discussed through the above empirical research results, and the limitations of the study and the direction of follow-up studies were presented.

Keywords

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