인플루언서 특성이 소비자 반응에 미치는 영향 : 정보 신뢰성의 매개효과를 중심으로

The numbers of social media network users are increasing steadily, and with it popularity of social media influencers. In marketing, influencers play important role as a public relation (PR) and advertising instrument. To advance understanding of how different types of influencer characteristics impact consumer responses through information credibility, this article conducted an empirical study in SmartPLS using data from social media user consumers. Influencer characteristic was composed of three dimensions: expertise, attractiveness, trustworthiness. This article examines the direct effect of each three characteristic dimensions on information credibility, brand attitude and purchase intention. In addition, this article examines how information credibility mediates the relationship between influencer characteristics and consumer outcome. This study shows following findings. Firstly, influencer’s expertise and trustworthiness has a positive effect on information credibility. Furthermore, trustworthiness and information credibility has a positive effect on consumer responses. Secondly, the findings from this study support mediating role of information credibility among expertise, trustworthiness and brand attitude, purchase intention. Therefore, companies considering influencers as an advertising model should develop strategies to increase information credibility based on influencer’s expertise and trustworthiness, also influencer should consider increasing their expertise and trustworthiness rather than attractiveness.