The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A study on the impact of curiosity on relationship retention intention of Virtual Influence: Focusing on the perceived characteristics of virtual influencers

호기심이 가상 인플루언서 관계유지의도에 미치는영향연구: 가상 인플루언서의 지각된 특성을 중심으로

  • 김민정 (동의대학교 광고홍보학과) ;
  • 박진우 (계명대학교 광고홍보학과)
  • Received : 2024.09.07
  • Accepted : 2024.11.10
  • Published : 2024.11.30
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Abstract

This study sought to determine how an individual's curiosity about virtual influencers affects maintaining relationships with them. At this time, we wanted to examine how the characteristics of virtual influencers are perceived through curiosity, and the indirect influence this has on intention to maintain a relationship. The perceived characteristics of virtual influencers were selected as attractiveness and reliability based on previous research. As a result of conducting a survey on college students, curiosity had a direct positive effect on the intention to maintain a relationship with a virtual influencer, and the mediating effects of perceived attractiveness and trustworthiness were confirmed. As curiosity has been identified as a variable that not only positively perceives the attractiveness and reliability of virtual influencers but also has a positive influence on intention to maintain relationships, the virtual influencer's advertising strategy has been developed to express consumers' characteristic curiosity. must be considered.

본 연구는 가상 인플루언서에 대한 개인의 호기심이 그들과의 관계를 유지하는데 어떠한 영향을 미치는지를 확인하고자 하였다. 이때 호기심에 의해 가상 인플루언서의 특성이 어떻게 지각되며, 이를 매개로 관계유지의도에 미치는 간접적 영향력까지 함께 살펴보고자 하였다. 가상 인플루언서의 지각된 특성은 선행연구를 바탕으로 매력성, 신뢰성으로 선정하였다. 대학생을 대상으로 설문조사를 실시한 결과, 호기심은 가상 인플루언서와의 관계유지의도에 직접적인 정(+)의 영향을 미치고 있었으며, 지각된 매력성과 신뢰성의 매개효과를 확인할 수 있었다. 호기심이 가상 인플루언서의 매력과 신뢰성을 긍정적으로 지각도록 만들뿐만 아니라 관계유지의도에 긍정적 영향을 미치는 변인으로 확인됨에 따라 소비자의 특성적 호기심을 발현할 수 있도록 가상 인플루언서의 광고전략을 고려해야 한다.

Keywords

References

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