• Journal of Venture Innovation
• /
• v.5 no.4
• /
• pp.23-39
• /
• 2022

This study was conducted to empirically analyze the factors influencing the intention to continue using live commerce, which was active as digital contacts become more prevailed due to the progress of the 4th industrial revolution and the COVID-19 pandemic. A research model was established by paying attention to the characteristics of influencers among various influencing factors. Influencer characteristics were subdivided into attractiveness, professionality, awareness, and entertainment. In addition, the dual mediating effect of interaction and trust was also tested between influencer's characteristics and the intention to continue using of live commerce. To this end, a survey was conducted targeting people who have experience using live commerce, and 300 valid samples were analyzed. The empirical analysis utilized SPSS 25.0 and Process Macro 4.0. As a result of the empirical analysis, it was found that attractiveness, professionality, awareness, and entertainment derived from the characteristics of influencers all had a significant positive (+) effect on the intention to continue using live commerce. The impact of the influence of variables that directly affect the intention to continue using was in the order of entertainment, awareness, professionality, and attractiveness. On the other hand, as a result of examining the dual mediating effect of interaction and trust, it was found that they all tested a mediating role between attractiveness, professionality, awareness, entertainment, and intention to continue using live commerce. Based on these research results, the academic and practical implications of this study were presented.

• Knowledge Management Research
• /
• v.23 no.4
• /
• pp.295-314
• /
• 2022

Effectiveness of corporate promotion using SNS will be meaningful from theoretical and practical perspectives. This study attempts to explore the implications of running corporate ambassador programs composed of university students, different from previous studies focused mainly on celebrity influencers. To this end, the research model was generated and the hypotheses were tested by the responses of 287 subjects who received promotional messages from university student ambassadors of a public corporation. Research findings confirmed that ambassador characteristics (intimacy, expertise) had a significant influence on corporate promotion by mediating SNS information characteristics (information provision, information playfulness, and information reliability). Furthermore, it is found that MZ generation perceived the higher intimacy, the higher information playfulness, while the older generation perceived the higher expertise, the higher information reliability. In order to generalize these research findings, further research considering more diverse demographic characteristics is necessary.

• Smart Media Journal
• /
• v.12 no.11
• /
• pp.86-94
• /
• 2023

In recent years, advertisements and brand promotions using virtual influencer have been actively conducted, and this study focused on the characteristics of virtual influencer, including Attractiveness, to examine the Attractiveness of virtual influencer through previous studies and to test the hypothesis that Attractiveness has an effect on Brand attitude and Advertising attitude when mediated by Immersion. For this purpose, data were collected from university students who experienced marketing contents using virtual influencer, and Process macro was conducted to analyse the mediating effect. The results showed that virtual influencer Attractiveness partially mediated the relationship between Brand attitude and Advertising attitude. These results suggest that virtual influencer Attractiveness not only affects Brand attitude and Advertising attitude, but also positively increases consumer attitude when mediated by Immersion. This study has both academic and practical implications by examining the mediating effect of Immersion on the effect of virtual influencer Attractiveness on consumer attitudes.

• Fashion & Textile Research Journal
• /
• v.26 no.1
• /
• pp.1-14
• /
• 2024

Virtual influencers, who are emerging as new players in digital marketing, impact consumers' purchase intentions. They promote positive perceptions and mimetic consumption of specific brands or products through interactions with followers. Therefore, this study aims to examine the effect of the characteristics of virtual influencers on the purchase intention for fashion products through the consumers' mimetic desire. As characteristics of virtual influencers, five factors were set: reality, attractiveness, professionalism, trustworthiness, and curiosity. Data for analysis were collected through an online questionnaire from the 8th to the 15th of August 2023, and 268 data points in total were analyzed using SPSS and Process Macro 4.3. The results of the study showed that the characteristics of virtual influencers all positively affected mimetic desire and purchase intention for fashion products. Moreover, it was found that mimetic desire has a mediating effect between the five characteristics of virtual influencers and the purchase intention for fashion products. Mimetic desire fully mediates the relationship between reality and the intention to purchase fashion products, and partially mediates the relationship between attractiveness, professionalism, trustworthiness, and curiosity and the purchase intention for fashion products. These findings further enhance the understanding of the relationship between virtual influencers and consumer behavior and identify the relationship between virtual influencers, mimetic desire, and fashion product purchase intentions. Consequently, leveraging virtual influencers strategically in digital marketing, the fashion industry can amplify positive brand perceptions, drive consumer engagement, and ultimately foster increased purchase intent.