Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Fashion Influencers' Body Types on Self-Expression, Self-Representation Intentions, and Recommendation Intentions - Focusing on the Mediating Effect of Familiarity -

패션 인플루언서의 체형이 자기표현 및 자기제시의도, 인플루언서 추천의도에 미치는 영향 - 친근감의 매개 역할을 중심으로 -

  • Lee, Heeyun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Ha Kyung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Research Institute of Human Ecology, Seoul National University)
  • Received : 2021.02.15
  • Accepted : 2021.04.16
  • Published : 2021.04.30
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Abstract

This study examines the effects of fashion influencers' body types (realistic versus ideal body types) on self-expression, self-representation, and recommendation intentions, as mediated by familiarity toward influencers. Although fashion influencers lead to a positive consumer response compared to traditional advertisements, previous research on the effects of fashion influencers on consumers is limited. Thus, this study tests the role of consumers' socio-psychological aspects in understanding how and why fashion influencers affect consumers' behavioral intentions associated with self-expression, self-representation, and influencer recommendation. A total of 180 women in their 20s and 30s participated in the survey. The responses were collected after showing them stimuli featuring fashion influencers with either ideal or realistic body shapes. The data were analyzed using SPSS18.0 for descriptive statistics, and AMOS 18.0 for confirmatory factor analysis and structural equation modeling. The results showed that participants who were shown realistic body types perceived familiarity, which generated positive effects on self-expression, self-representation, and recommendation intentions. Hence, the effects of influencers' body types on recommendation intention are mediated by familiarity. Self-expression and self-representation intentions also increase influencer recommendation intention. Comparatively, participants who were shown ideal body types only induced higher self-representation intention, which increased their recommendation intention. The current findings can help fashion marketers select the appropriate influencers who fit their target customers as promotional models, as well as to induce changes in consumers' behavioral intention.

Keywords

References

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