Browse > Article
http://dx.doi.org/10.17703/JCCT.2022.8.3.245

A Study on the Relationship between Virtual influencer Attributes, Imitation Intention, and Usage Intention  

Park, Jinwoo (Dept. of advertising & PR, Keimyung Univ)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.3, 2022 , pp. 245-251 More about this Journal
Abstract
This study attempted to examine the effect of virtual influencer, which is highly interested in consumers, and has recently been increasing the frequency of use in corporate marketing activities. In particular, the purpose is to examine the effect of the attributes of virtual influencer on consumers as an information source for a product or brand. To this end, the effect of perceived attractiveness, trustworthiness, and expertise of virtual influencer on SNS usage intention and imitation intention consumers was examined. As a result of the study, it was found that attractiveness among the attributes of virtual influencer had a positive effect on the usage intention, and attractiveness and trustworthiness had a positive effect on imitation intention. In addition, it was found that imitation intention had a positive effect on usage intention. In other words, the perceived attractiveness of virtual influencer by consumers through SNS is the most important attribute. These findings imply that when virtual influencer is used in marketing, companies must perceive the attractiveness of virtual influencer through content posted on SNS as well as their attributes as information sources. We expect the results of this study to provide major implications for marketing activities such as companies and public institutions that consider using virtual influencer.
Keywords
Virtual Influencer; Attractiveness; Trustworthiness; Expertise; Imitation Intention; Usage Intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 D. A. Lee, S. H. Hong, and Y. R. Park, "Virtual influencers' impacts on brand attitudes and purchasing intention of services and products," Information Society & Media, Vol. 22. No. 1, pp. 55-79, 2021. DOI : 10.52558/ISM.2021.04.22.1.55   DOI
2 E. Djafarova and C. Rushworth, "Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users," In Computers in Human Behavior, Vol. 68, pp. 01-07, 2017 DOI: 10.1016/j.chb.2016.11.009   DOI
3 R. Ohanian, "Construction and validation of a scale to measure celebrity endorser's perceived expertise, trustworthiness, and attractiveness," Journal of Advertising, Vol. 19, No. 3, pp. 39-52, 1990. DOI : 0.1080/00913367.1990.10673191   DOI
4 Y. W. Lee, "The effects of SNS use and the individual differences on the social connectedness," The Journal of the Convergence on Culture Technology(JCCT), Vol. 5, No. 3, pp. 215-227. 2019. DOI : 10.17703/JCCT.2019.5.3.215   DOI
5 A. Audrezet, G. De Kerviler, and . J. G. Moulard, "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, Vol. 117, pp. 557-569, 2020. DOI: 10.1016/j.jbusres.2018.07.008   DOI
6 J. Y. Oh. and Y. H. Sung. "Types of influencer and the attention of media engagement impact on consumer evaluation," Journal of Cultural Product & Design, Vol. 54, pp. 165-176, 2018. DOI : 10.18555/kicpd.2018.54.16   DOI
7 S. Wang, and K. J. Kim, "Consumer response to negative celebrity publicity: The effects of moral reasoning strategies and fan identification," Journal of Product & Brand Management, Vol. 29, No. 1, pp. 114-123, 2020. DOI : 10.1108/JPBM-10-2018-2064   DOI
8 S. H. Lee and S. B. Kim, "The Boomerang Effect of Influencer Marketing: How the Interaction Between Influencer Type and Social Distance Affects Negative Word of Mouth Intentions," Korea Journal of Bisiness Administration, Vol. 20, No. 11, pp. 2005-2028, 2019. DOI : 10.18032/kaaba.2019.32.11.2005   DOI
9 K. H. Han, "The Impact of Characteristics of Fashion Influencer," Journal of Digital Contents Society, Vol. 20, No. 11, pp. 2243-2254, 2019. DOI: 10.9728/dcs.2019.20.11.2243   DOI
10 S. H. Lee and H. Y. Cho, "The Impact of Youtuber's Immoral Behavior on Brand Attitude: Boomerang Effects of Undisclosed Ads," The Korean Journal of Advertising, Vol. 32, No. 1, pp. 91-118, 2021. DOI : 10.14377/KJA.2021.1.15.91   DOI
11 N. K. Kim., Y. Kim. and S. J. Lee, "Influence of Advertising Model's Attributes of Media Creators on Advertising Effects," Journal of Practical Research in Advertising and Public Relations, Vol. 13, No. 4, pp. 07-32, 2020. DOI : 10.14377/KJA.2021.2.28.163   DOI
12 J. Y. Choi. and Y. J. Cheong, "The Study on the Strategies of Beauty Influencer Marketing : Mass Media vs. Social Media," The Korean Journal of Advertising, Vol. 28, No. 4, pp. 47-72, 2017. DOI: 10.14377/KJA.2017.5.31.3   DOI
13 S. Y. Gim. and C. H. Cho. "The Advertising Effect of Endorser Authenticity - Focusing on the Advertising Message from Celebritys Instagram," Advertising Research, Vol. 110, pp. 84-119. 2016. DOI : 10.16914/ar.2016.110.84   DOI
14 A. K. Awasthi, and S. Choraria, "Effectiveness of celebrity endorsement advertisements: The role of customer imitation behaviour," Journal of Creative Communications, Vol. 10, No. 2, pp. 215-234, 2015. DOI : 10.1177/0973258615597412   DOI
15 J. S. Lee., and D. H. Kwak. "Consumers' responses to public figures' transgression: Moral reasoning strategies and implications for endorsed brands," Journal of Business Ethics, Vol. 137, No. 1, pp. 101-113, 2016. DOI : 10.1177/0973258615597412   DOI
16 D. A. Lee, S. H. Hong, and Y. R. Park, "Virtual influencers' impacts on brand attitudes and purchasing intention of services and products," Information Society & Media, Vol. 22, No. 1, pp. 55-79, 2021. DOI : 10.52558/ISM.2021.04.22.1.55   DOI
17 M. De Veirman, V. Cauberghe, and L. Hudders, "Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude," International Journal of Advertising, Vol. 36, No. 5, pp. 798-828, 2017. DOI : 10.1080/02650487.2017.1348035   DOI