원문정보
초록
영어
Existing studies on this topic have focused on the effect of online content quality on consumer attitudes and behavior, with very few illustrating the effect of influencer image on consumer attitudes and behavior. The purpose of this study intents to reveal how influencer image affect consumer behavior. We have developed an image transfer theory-based research model to reveal how influencers transfer their image to endorsed products to influence consumer behavior. The results show that influencer image positively affects satisfaction, which in turn affects the product’s cognitive and affective images in the vlog. Moreover, it was found that a product's cognitive image and affective image influence consumer behavior intention. Furthermore, purchase experience exhibits significant differences in its path. Based on these results, the social media-related research theoretical implication will be offered, and managerial implications will be provided for foreign brand promotion strategies
목차
1. INTRODUCTION
2. THEORTETICAL BACKGROUND: IMAGE TRANSFER THEORY
3. HYPOTHESES DEVELOPMENT AND RESEARCH MODEL
3.1 Influencer Image and Satisfaction
3.2 Satisfaction and Cognitive Image, Affective Image
3.3 Cognitive Image, Affective Image and Intention
3.4 Purchase Experience Moderation Effect
4. METHOD
4.1 Measurement Development
4.2 Data Collection and Sample Characteristics
5. RESULTS
5.1 Measurement Model
5.2 Structural Model
5.3 Mediation Analysis
5.4 Moderation Analysis
6. DISCUSSION AND CONCLUSION
6.1 Discussion
6.2 Conclusion
References