한국정보시스템학회지:정보시스템연구 (The Journal of Information Systems)

  • 제33권2호
  • /
  • Pages.219-236
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  • 2024
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  • 1229-8476(pISSN)
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  • 2733-8770(eISSN)
한국정보시스템학회 (Korea Association of Information Systems)
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Impact of influencers on consumer purchase intention in Korean and Kyrgyz markets

  • Saryeva, Adinai (Busan University of Foreign Studies, Dept. Glocal Business Administration) ;
  • Jung, Sung Gwang (Donga University, Institutional Research Center) ;
  • Cho, Jae Hyung (Busan University of Foreign Studies, Management Department)
  • 투고 : 2024.05.28
  • 심사 : 2024.06.25
  • 발행 : 2024.06.30
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초록

Purpose The purpose of this study is to investigate the effect of micro and macro-influencers on consumer purchase intentions, specifically focusing on the role of the product's origin (domestic or foreign). The study will specifically analyze the markets of South Korea and Kyrgyzstan to understand how various types of influencers impact consumer behavior within these unique cultural and economic settings. Design/methodology/approach This study evaluates hypotheses using the factorial design method among social media users in South Korea and Kyrgyzstan. The experiments involve scenarios with eight different groups. The analytical research methodology used is analysis of variance (ANOVA). Findings The study findings confirmed that micro- and macro-influencers have varying effects on consumer behavior, which supports previous research. The inclusion of the product origin factor resulted in more accurate data. In both the South Korean and Kyrgyzstan markets, the findings indicated that micro- and macro-influencers have limited success in promoting local products. However, when it comes to promoting foreign products, there are notable differences in effectiveness between micro- and macro-influencers, with macro-influencers being more effective.

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참고문헌

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