SOR 모델기반으로 중국 인플루언서 ‘왕홍’의 특성이 플로우(Flow)와 심리적 반응에 미치는 영향

• 영문명: The Effect of Influencer Characteristics on Flow and Psychological Responses in China
• 발행기관: 한국무역연구원
• 저자명: 유로(Lu Liu)
• 간행물 정보: 『무역연구』제16권 제2호, 405~421쪽, 전체 17쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2020.04.30

영문 초록

Purpose– The study examined the impact of influencer characteristics on flow and psychological responses in China based on the S-O-R approach. Design/methodology/approach–Based on the theory of “Stimulus-Organism-Response” (S-O-R), this thesis takes flow as a medium variable to explore the impact of influencer characteristics on psychological responses. Out of 500 questionnaires distributed to experienced of influencer in China, 230 valid questionnaires were collected for data analysis. Empirical analysis was performed on the collected data using an SPSS statistical package, and the relationship between potential variables is proposed by using Structural Equations Modeling. Findings–Results revealed that influencer characteristics in China are authenticity, similarity and attractiveness. All influencer characteristics positively affect flow. In addition, flow positively influences the psychological responses. Finally, except for authenticity, similarity and attractiveness positively impact the psychological responses. Research implications or Originality– Through the analyzed results, we will emerge as a new consumption trend in China and draw the direction of continuous development and survival strategy of influencer marketing in the future.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석

Ⅴ. 결론

키워드

China Influencer Marketing Flow Influencer Characteristics Psychological Responses S-O-R Model