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http://dx.doi.org/10.13106/jwmap.2022.Vol5.no2.33

A Study on the Effect of Influencer Characteristics on Customer Loyalty  

KWON, Lee-Seung (Department of Health Care Management, Catholic Kwandong University)
LEE, Jae-Min (Department of Business Administration, SungKyunKwan University)
Publication Information
Journal of Wellbeing Management and Applied Psychology / v.5, no.2, 2022 , pp. 33-41 More about this Journal
Abstract
Purpose: The purpose of this study is to analyze the effect of attributes of online influencers on customers royalty mediated brand image and impulse buying. Research design, data and methodology: To conduct this study, a survey of 521 online user who experienced online shopping. Results: The empirical analysis results are as follows. First, among the influencer attributes, attractiveness, reliability, and expertise all had a significant positive effect on the brand image. Second, among the influencer attributes, only attractiveness had a significant positive influence on Purchase Intention. Third, the brand image had a significant positive influence on Purchase Intention. Fourth, while the influencer attributes did not have a significant influence on customer loyalty, brand image and Purchase Intention a significant positive influence on it. Conclusions: Among the influencer attributes, attractiveness and reliability had a significant positive mediating effect on customer loyalty through brand image, but the influencer attribute had no significant mediating effect through Purchase Intention. The influencer attribute had a significant positive mediating effect through brand image and Purchase Intention.
Keywords
Influencers; Brand image; Purchase Intention; Customer Loyalty;
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