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http://dx.doi.org/10.5805/SFTI.2022.24.6.719

The Effect of Beauty Influencers' Characteristics and Product Characteristics on New Product Acceptance Intentions - Focusing on Chinese Consumers -  

Ruiqi Xu (Department of Clothing and Textile, Pusan National University)
Eun-Hye Kim (Department of Fashion Design, Pukyong National University)
Jin-Hwa Lee (Department of Clothing and Textile, Pusan National University)
Publication Information
Fashion & Textile Research Journal / v.24, no.6, 2022 , pp. 719-730 More about this Journal
Abstract
This study explored the impact of beauty influencers' characteristics and product characteristics on new product acceptance intentions and studied the mediating effects of consumer trust in this process. A survey was conducted from February 22, 2021, to February 28, 2021, with Gen Y and Gen Z women in China, and 379 questionnaires were analyzed. The conclusions are as follows: First, the characteristics of beauty influencers are authenticity and expertise, similarity, attractiveness, interactivity, familiarity, and trustworthiness; product characteristics are cost, image, product quality, product perception, sales promotion, and sustainability. Second, partial beauty influencers' characteristics and partial product characteristics have a positive impact on consumer confidence and acceptance intention of the new product. Third, the mediating effect of consumer trust in the process by which beauty influencers' characteristics and product characteristics influence the intention of new product acceptance was determined. Therefore, when beauty companies use influencers in marketing, it is necessary to understand their characteristics, consider their professionality and authenticity, examine their reliability, and assess their ability to form connections with images and viewers that match their products. Additionally, to increase the acceptance intention of new products, companies should present the price of high-quality products, product sensibilities, and corporate images of products and establish measures that can positively affect consumers' acceptance intention of new products by combining them with the characteristics of beauty influencers.
Keywords
Chinese consumers; Beauty influencer characteristics; Product characteristics; Consumer trust; New product acceptance intention;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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