Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effect of Influencers' Characteristics and Consumer Need Satisfaction on Attachment to Influencer, Content Flow and Purchase Intention

인플루언서 특성과 소비자 욕구충족성이 인플루언서 애착, 콘텐츠 몰입 및 구매의도에 미치는 영향

  • Kwak, Ji-hye (Dept. of Fashion Marketing, Keimyung College University) ;
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 곽지혜 (계명문화대학교 패션학부) ;
  • 여은아 (계명대학교 패션마케팅학과)
  • Received : 2020.08.04
  • Accepted : 2020.12.02
  • Published : 2021.02.28
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Abstract

This study examines the effect of influencer characteristics (attractiveness, reliability, expertise, and intimacy) and consumer need satisfaction (autonomy, relatedness, and competence) on attachment to influencer, content flow, and purchase intention. The moderating effect of gender was also investigated. Survey data collected from 515 male and female Instagram users were submitted for analysis. The research findings are as follows. First, the reliability and intimacy of influencers had a positive effect on attachment to influencers whereas attractiveness and intimacy had positive effects on content flow. Second, the relatedness and competence that consumers felt during the use of influencer content had a positive effect on attachment to influencers whereas the autonomy had a positive effect on content flow. Third, the attachment to influencers increased the intention to purchase products introduced by influencers via content flow. Fourth, there were some gender differences in the relationships of attachment to influencer, content flow, and purchase intention. Implications were suggested based on the results.

Keywords

References

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