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http://dx.doi.org/10.17703/JCCT.2022.8.2.309

A Study on the Effect of Perceived Attractiveness and Social Distance of Virtual influencer on Information Acceptance Intention  

Kim, Minjung (Division of Media & Advertising, Dongeui Univ)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.2, 2022 , pp. 309-314 More about this Journal
Abstract
The purpose of this study is to examine how the characteristics of virtual influencer, which are rapidly emerging in recent years, affect consumers. To this end, the change in information accecptance intention was examined using the perceived attractiveness and social distance of consumers toward virtual influencers as independent variables. I found the more attractive consumers feel about virtual influencer and the closer they perceive social distance, the higher the intention to accept information. However, when virtual influencer was perceived as attractive, there was no difference in information acceptance intention according to social distance. On the other side, even if the virtual influencer was perceived as less attractive, the information acceptance intention was higher when the social distance was perceived as close than when it was not. Based on these results, I provided implications for the marketing strategy of virtual influencers.
Keywords
Virtual Influencer; Attractiveness; Social Distance; Intention of Information Acceptance;
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Times Cited By KSCI : 3  (Citation Analysis)
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