The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Perceptions of male and female consumers in their 20s and 30s on the 3D virtual influencer

3D 가상 인플루언서에 대한 20-30대 남녀 소비자 인식

  • Jang, Hea-soo (Dept. of Fashion Business, Graduate School, Keimyung University) ;
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 장혜수 (계명대학교 일반대학원 패션비즈니스학과) ;
  • 여은아 (계명대학교 패션마케팅학과)
  • Received : 2020.07.15
  • Accepted : 2020.08.17
  • Published : 2020.08.31
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Abstract

The objectives of this study are to explore the information source, assessment, and preferred styles of 3D virtual influencers(VI), to investigate the expected impact of advertisements with 3D VIs on brands, and to explore ways of expanding the use of 3D VIs. In-depth interviews with 40 males and females in their 20s and 30s were conducted and qualitative data were analyzed. The study results are summarized as follows. First, the information source of the 3D VI was SNS, acquaintances, and broadcasting. Second, 3D VIs were considered positively due to their attractive appearance, wide utilization, innovative use, freshness, separation from private identity, and time and cost savings, while considered negatively due to their unrealistic appearance and antipathy against replacing a person's role. Third, the preferred appearance styles of the 3D VI differed according to the level of virtuality although the majority of interviewees preferred similar looks to real people with low virtuality. Fourth, diverse image qualities such as innovative, differentiated, trendy, high-value, professional, and future-oriented were considered as transferred to the brand advertised by 3D VIs. Fifth, advertisements with 3D VIs may help build positive perceptions of advertised brands that may lead to purchase behaviors for some consumers. Lastly, to expand the use of 3D VIs, the specific advantages of virtual models should be maximized with consideration of how to implement a variety of body types and images of models. Findings present an important foundation to generate strategies to better apply 3D VIs to the fashion market.

Keywords

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