학술논문
인플루언서 쇼핑몰 구매의도에 미치는 영향요인 / Influence Factors on Purchasing Intention of Influencer Shopping Mall
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
Korean
Abstract
본 연구는 인플루언서와 그 쇼핑몰의 특성이 구매에 미치는 영향에 대해 분석하며, 마케팅 수단으로서 인플루언서가 가지는 영향력을 파악하는데 목적이 있다.본 연구모형에 따른 가설설정은 인플루언서 쇼핑몰의 특성과 쇼핑몰 구매에 대한 만족, 신뢰, 몰입, 구매의도 가설로 구성하였다. 인플루언서 쇼핑몰 구매 고객을 대상으로 구글 설문조사를 실시하여 262부의 설문지가 분석에 사용되었다. 가설 검증의 통계적 도구는 LISREL 8.7과 SPSS를 활용하였다. 가설검증을 위한 실증분석 결과 총 18개의 가설중 7개 가설이 채택되었고, 11개 가설이 기각되었다. 인플루언서 쇼핑몰 특성중 진실성은 만족과 신뢰 모두 긍정적인 영향요인이라는 점과 인플루언서 쇼핑몰 특성중 가격과 편리성은 만족에는 긍정적인 영향요인이지만, 신뢰와의 영향관계에 있어서는 기각되고, 다른 인플루언서 쇼핑몰의 특성인 전문성, 매력성, 상호작용성 및 유명도가 만족 및 신뢰 모두 영향요인에서 기각된 점은 인플루언서 쇼핑몰에 대한 고객의 관점을 알 수 있는 좋은 시사점이 된다고 볼 수 있다.
The purpose of this study is to analyze the impact of the characteristics of influencer and its shopping malls on purchases and to identify the impact of influencer as a marketing tool. The hypothesis setting according to this study model consisted of the characteristics of influencer shopping mall and the hypothesis of satisfaction, trust, immersion, and purchase intention for shopping mall purchase. A survey of 262 copies of the questionnaire was used for analysis by conducting a Google survey of customers who purchased the influencer shopping mall. LISREL 8.7 and SPSS were used as statistical tools for hypothesis verification. As a result of empirical analysis for hypothesis verification, 7 of the 18 hypotheses were adopted, and 11 of them were rejected. The fact that authenticity of the shopping mall's characteristics is a positive influence factor for both satisfaction and trust, that price and convenience of the shopping mall's characteristics are positive impacts on satisfaction, but that price and convenience are rejected in the relationship with trust, and that the characteristics of other influencer shopping malls, such as expertise, attractiveness, interactivity, and reliability, are all of the factors affecting satisfaction and trust, can be seen as a good indication of the customer's perspective on the influencer shopping mall.
The purpose of this study is to analyze the impact of the characteristics of influencer and its shopping malls on purchases and to identify the impact of influencer as a marketing tool. The hypothesis setting according to this study model consisted of the characteristics of influencer shopping mall and the hypothesis of satisfaction, trust, immersion, and purchase intention for shopping mall purchase. A survey of 262 copies of the questionnaire was used for analysis by conducting a Google survey of customers who purchased the influencer shopping mall. LISREL 8.7 and SPSS were used as statistical tools for hypothesis verification. As a result of empirical analysis for hypothesis verification, 7 of the 18 hypotheses were adopted, and 11 of them were rejected. The fact that authenticity of the shopping mall's characteristics is a positive influence factor for both satisfaction and trust, that price and convenience of the shopping mall's characteristics are positive impacts on satisfaction, but that price and convenience are rejected in the relationship with trust, and that the characteristics of other influencer shopping malls, such as expertise, attractiveness, interactivity, and reliability, are all of the factors affecting satisfaction and trust, can be seen as a good indication of the customer's perspective on the influencer shopping mall.