DOI QR코드

DOI QR Code

Why Do Young Consumers Engage in Social Shopping? The Impact of Imitating Desire regarding Human Brand on Social Shopping Behavior

왜 우리는 소셜 쇼핑에 참여하는가? 휴먼브랜드에 대한 모방 욕구가 소셜 쇼핑 행동에 미치는 영향

  • Woojin Choi (School of Fashion and Textiles, The Hong Kong Polytechnic University) ;
  • Ha Youn Kim (Dept. of Clothing & Textiles, Kunsan National University)
  • Received : 2024.06.11
  • Accepted : 2024.07.10
  • Published : 2024.07.30

Abstract

The advancement of information and communication technologies has led to the rise of social media, giving rise to a new type of celebrity known as the "social media influencer". Social media influencers exert their influence not only by promoting products for various companies and brands but also by launching their own businesses. In other words, influencers leverage their credibility to create value in multiple markets as human brands, based on their unique characteristics and diverse images. Nowadays, social media influencers have become a type of human brand, supported by followers who enthusiastically engage in the influencers' businesses, a phenomenon also known as social shopping. Based on the human brand theory and doppelgänger effects, this study aims to investigate the impact of influencers' credibility, specifically their expertise, trustworthiness, and attractiveness on consumers' social shopping behaviors. Additionally, it examines the influence of consumers' desire to imitate influencers on their social shopping behaviors. A survey conducted with 300 female social media users revealed that trustworthiness and attractiveness significantly influenced imitation intentions and social shopping behaviors, while expertise did not show significant effects. Furthermore, imitation intentions had a significant impact on social shopping behaviors. These findings suggest that the attributes consumers perceive in influencers as human brands evoke a desire to imitate them, ultimately leading to social shopping behaviors.

Keywords

Acknowledgement

이 성과는 정부(과학기술정보통신부)의 재원으로 한국연구재단의 지원을 받아 수행된연구임(NRF-2022R1G1A1010675).

References

  1. Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678. doi: 10.1002/mar.20350 
  2. Bandura, A., & Walters, R. H. (1977). Social learning theory (Vol. 1). Prentice Hall: Englewood cliffs.
  3. Belanche, D., Casalo, L. V., & Flavian, M. (2024). Human versus virtual influences, acomparative study. Journal of Business Research, 173,114493. doi: 10.1016/j.jbusres.2023.114493 
  4. Bertrandias, L., & Goldsmith, R. E. (2006). Some psychological motivations for fashion opinion leadership and fashion opinion seeking. Journal of fashion marketing and management: an international journal, 10(1), 25-40. doi: 10.1108/13612020610651105 
  5. Bobinski Jr, G., Cox, D., & Cox, A. (1996). Retail "sale" advertising, perceived retailer credibility, and price rationale. Journal of Retailing, 72(3), 291-306. doi: 10.1016/S0022-4359(96)90031-7 
  6. Bower, A. B. (2001). Highly attractive models in advertising and the women who loathe them: The implications of negative affect for spokesperson effectiveness. Journal of advertising, 30(3), 51-63. doi: 10.1080/00913367.2001.10673645 
  7. Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services, 66, 102904.2 doi: 10.1016/j.jretconser.2021.102904 
  8. Business Research Insights. (2024, May 20). Influencer market size, share, growth, and industry snalysis, by type (solution platform, and services platform) by application (search and discovery, campaign management, influencer relationship management, and analytics and reporting) regional forecast to 2031. Retrieved May 23, 2024, from https://www.businessresearchinsights.com/market-reports/influencermarket-107601 
  9. Carlson, B. D., & Donavan, D. T. (2013). Human brands in sport: Athlete brand personality and identification. Journal of Sport Management, 27(3), 193-206. doi: 10.1123/jsm.27.3.193 
  10. Chan, K., & Prendergast, G. P. (2008). Social comparison, imitation of celebrity models and materialism among Chinese youth. International Journal of Advertising, 27(5), 799-826. doi: 10.2501/S026504870808030X 
  11. Cheng, Y., Chen, Y. R. R., & Hung-Baesecke, C. J. F. (2021). Social media influencers in CSR endorsement: The effect of consumer mimicry on CSR behaviors and consumer relationships. Social Science Computer Review, 39(4), 744-761. doi: 10.1177/0894439320987184 
  12. Cho, Y. (2023, June 7). 언니 효소 팔아 주세요, 공구에 빠진 2030 이제 선요청도 [The 2030 generation obsessed with social shopping, now requesting in advance]. Kukinews. Retrieved July 4, 2024, from https://www.kukinews.com/newsView/kuk202306050166 
  13. Choi, W., & Lee, Y. (2019). Effects of fashion vlogger attributes on product attitude and content sharing. Fashion and Textiles, 6(1), 1-18. doi: 10.1186/s40691-018-0161-1 
  14. Close, A. G., Moulard, J. G., & Monroe, K. B. (2011). Establishing human brands: Determinants of placement success for first faculty positions in marketing. Journal of the Academy of Marketing science, 39, 922-941. doi: 10.1007/s11747-010-0221-6 
  15. Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: Thepower of persuasion via the parasocial relationship. Journal of business research, 158, 113708. doi: 10.1016/j.jbusres.2023.113708 
  16. Dipboye, R. L., Arvey, R. D., & Terpstra, D. E. (1977). Sex and physical attractiveness of raters and applicants as determinants of resume evaluations. Journal of Applied Psychology, 62(3), 288-294. doi: 10.1037/0021-9010.62.3.288 
  17. Dholakia, R. R., & Sternthal, B. (1977). Highly credible sources: Persuasive facilitators or persuasive liabilities?. Journal of Consumer research, 3(4), 223-232. doi: 10.1086/208671 
  18. Duffy, K. A., & Chartrand, T. L. (2015). Mimicry: Causes and consequences. Current Opinion in Behavioral Sciences, 3, 112-116. doi: 10.1016/j.cobeha.2015.03.002 
  19. Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of advertising research, 41(3), 39-48. doi: 10.2501/JAR-41-3-39-48 
  20. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. doi: 10.1177/002224378101800104 
  21. Fu, J. R., Lu, I. W., Chen, J. H., & Farn, C. K. (2020). Investigating consumers' online social shopping intention: An information processing perspective. International Journal of Information Management, 54, 102189. doi: 10.1016/j.ijinfomgt. 2020.102189 
  22. Giuffredi-Kahr, A., Petrova, A., & Malar, L. (2022). Sponsorship disclosure ofinfluencers-a curse or a blessing?. Journal of Interactive Marketing, 57(1),18-34. doi: 10.1177/10949968221075686 
  23. Gueguen, N., Jacob, C., & Martin, A. (2009). Mimicry in social interaction: Its effect on human judgment and behavior. European Journal of Social Sciences, 8(2), 253-259. 
  24. Hess, U., Philippot, P., & Blairy, S. (1999). Mimicry: Facts and fiction. The social context of nonverbal behavior, 213-241. 
  25. Honda, T. (2008). Influencer marketing [인플루언서 마케팅]. (S. W. Jung, Trans.). Seoul: Jakkajungsin (original work published 2008). 
  26. Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press. 
  27. Huaman-Ramirez, R., & Merunka, D. (2021). Celebrity CEOs' credibility, image of their brands and consumer materialism. Journal of Consumer Marketing, 38(6), 638-651. doi: 10.1108/JCM-08-2020-4026 
  28. Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736. doi: 10.1016/j.jretconser.2019.01.005 
  29. Isarabhakdee, P. (2018). Branding 4.0 [브랜딩 4.0]. (E. Lee, Trans.). Seoul: Iwbook. (original work published: 2018) 
  30. Kang, J., & Park-Poaps, H. (2011). Motivational antecedents of social shopping for fashion and its contribution to shopping satisfaction. Clothing and Textiles Research Journal, 29(4), 331-347. doi: 10.1177/0887302X11422443 
  31. Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macroand micro social media influencers' disclosure. Journal of marketing management, 36(3-4), 248-278. doi: 10.1080/0267257X.2020.1718740 
  32. Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. doi: 10.1016/j.jretconser.2020.102133 
  33. Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers' desire to mimic. Psychology & marketing, 36(10), 905-922. doi: 10.1002/mar.21244 
  34. Kim, Y. (2021, April 13). MZ 세대가 말하는 공구에 참여하는 이유 [Reasons the MZ Generation Participate in Influencers' Group Buys]. Brunchstory. Retrieved July 4, 2024, from https://brunch.co.kr/@thesmc/46 
  35. Kim, D. Y.,& Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencermarketing on social media. Journal of Business Research, 134, 223-232. doi: 10.1016/j.jbusres.2021.05.024 
  36. Kim, W. B., & Choo, H. J. (2019). The effects of SNS fashiob influencer authenticity on follower behavior intention: Focused on the mediation effect of fanship-. Journal of the Korean Society of Clothing and Textiles, 43(1), 17-32. doi: 10.5850/JKSCT.2019.43.1.17 
  37. Kim, S., Lee, H., & Yang, H. (2020). An empirical analysis of influencers posting strategies in social media. Knowledge Management Research, 21(4), 41-57. doi: 10.15813/kmr.2020.21.4.003 
  38. Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. doi: 10.1016/j.jbusres.2016.04.171 
  39. Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research. 
  40. Rogers, E. M. (2010). Diffusion of innovations. New York, NY: Simon and Schuster. 
  41. Ruvio, A., Gavish, Y., & Shoham, A. (2013). Consumer's doppelganger: A role model perspective on intentional consumer mimicry. Journal of Consumer Behaviour, 12(1), 60-69. doi: 10.1002/cb.1415 
  42. Sardar, S., Tata, S. V., & Sarkar, S. (2024). Examining the influence of source factorsand content characteristics of influencers' post on consumer engagement andpurchase intention: A moderated analysis. Journal of Retailing and Consumer Services, 79, 103888. doi: 10.1016/j.jretconser.2024.103888 
  43. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. International journal of advertising, 39(2), 258-281. doi: 10.1080/02650487.2019.1634898 
  44. Song, H., Lee, Y., & Kim, H. Y. (2017). Influence of information source characteristics of SNSon eWOM acceptance of CSR information and attitudes to the company. Journal of the Korean Society of Clothing and Textiles, 41(5), 809-824. doi: 10.5850/JKSCT.2017.41.5.809 
  45. Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of retailing and consumer services, 15(3), 179-193. doi: 10.1016/j.jretconser.2007.04.001 
  46. Syrdal, H. A., Myers, S., Sen, S., Woodroof, P. J., & McDowell, W. C. (2023). Influencer marketing and the growth of affiliates: The effects of languagefeatures on engagement behavior. Journal of Business Research, 163, 113875. doi: 10.1016/j.jbusres.2023.113875 
  47. Thomson, M. (2006). Human brands: Investigating antecedents to consumers' strong attachments to celebrities. Journal of marketing, 70(3), 104-119. doi: 10.1509/jmkg.70.3.104 
  48. Viswanathan, M., Childers, T. L., & Moore, E. S. (2000). The measurement of intergenerational communication and influence on consumption: Development, validation, and cross-cultural comparison of the IGEN scale. Journal of the Academy of Marketing Science, 28(3), 406-424. doi: 10.1177/0092070300283008 
  49. Wang, X., & Yang, Z. (2010). The effect of brand credibility on consumers' brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of global marketing, 23(3), 177-188. doi: 10.1080/08911762.2010.487419 
  50. Watts, D. J., & Dodds, P. S. (2007). Influentials, networks, andpublic opinion formation. Journal of Consumer Research, 34(4), 441-458. doi:10.1086/518527 
  51. Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian marketing journal, 28(4), 160-170. doi: 10.1016/j.ausmj.2020.03.002 
  52. White, K., & Argo, J. J. (2011). When imitation doesn't flatter: The role of consumer distinctiveness in responses to mimicry. Journal of Consumer Research, 38(4), 667-680. doi: 10.1086/660187 
  53. Yang, Z., Peterson, R. T., & Cai, S. (2003). Services quality dimensions of Internet retailing: An exploratory analysis. Journal of services marketing, 17(7), 685-700. doi: 10.1108/08876040310501241 
  54. Yi, J., & Jeon, S. (2020). Consumers' expectations on the perceived quality of social media influencers' content: Focusing on attachment to influencers. Journal of Marketing Management Research, 25(2), 43-62. 
  55. Yoo, S. (2018). Fashion social influencer and interaction effects with product Attributes (Unpublished master's thesis). Hanyang University, Seoul, Korea. 
  56. Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021). Social media influencers' narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293. doi: 10.1016/j.ijinfomgt.2020.102293 
  57. Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2023). Do fake followers mitigateinfluencers' perceived influencing power on social media platforms? The mere numbereffect and boundary conditions. Journal of Business Research, 158, 113589. doi: 10.1016/j.jbusres.2022.113589