Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of K-beauty SNS Influencer on Chinese Consumers' Acceptance Intention of New Products: Focused on Elaboration Likelihood Model (ELM)

K-beauty SNS 인플루언서가 중국 소비자의 신제품 수용의도에 미치는 영향 -정교화 가능성 모델(ELM)을 중심으로-

  • Wang, Lei (Dept. of Clothing and Textile, Pusan National University) ;
  • Lee, Jin Hwa (Dept. of Clothing and Textile, Pusan National University)
  • 왕뢰 (부산대학교 의류학과) ;
  • 이진화 (부산대학교 의류학과)
  • Received : 2019.05.19
  • Accepted : 2019.07.21
  • Published : 2019.10.30
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Abstract

The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

Keywords

References

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