인플루언서 유형이 소비자 구매의도에 미치는 영향: 라이브 커머스 중심으로

This study examines how influencer characteristics (opinion leadership, parasocial interaction) affect consumer purchase intentions for hedonic versus utilitarian products in live commerce. Using a 2×2 between-subjects design with 320 participants, ANOVA analyses revealed both influencer attributes...

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Bibliographic Details
Published in(사)디지털산업정보학회 논문지, 21(1) Vol. 21; no. 1; pp. 129 - 141
Main Authors 두흔, 류정혜, Du Xin, Ryu Junghye
Format Journal Article
LanguageKorean
Published (사)디지털산업정보학회 01.03.2025
Subjects
컴퓨터학
Influencer Show Host
Live Commerce
Opinion Leadership
ParaSocial Interaction
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ISSN1738-6667
2713-9018

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Summary:This study examines how influencer characteristics (opinion leadership, parasocial interaction) affect consumer purchase intentions for hedonic versus utilitarian products in live commerce. Using a 2×2 between-subjects design with 320 participants, ANOVA analyses revealed both influencer attributes significantly enhance purchase intentions (opinion leadership: F=2.804, p<0.05; parasocial interaction: F=2.356, p<0.05). Notably, influencers with strong parasocial interaction were more effective for hedonic products (F=1.459, p<0.05), while opinion leadership was effective across all product types. These findings provide strategic guidance for optimizing influencer selection in live commerce: deploy influencers with strong parasocial capabilities for hedonic products, while leveraging opinion leadership broadly across product categories.
Bibliography:KISTI1.1003/JNL.JAKO202510857606002
ISSN:1738-6667
2713-9018