인스타그램 이용자 특성이 가상 인플루언서에 대한 태도에 미치는 영향: 사회적 실재감 지각의 조절효과를 중심으로

Due to the changes in daily life caused by COVID-19, virtual influencers have emerged as virtual reality and related technologies such as artificial intelligence are growing rapidly, and they are being used in various fields along with new trends in the metaverse and interest in avatars. This study aims to understand the effects of Instagram users' engagement, trend innovation, and social comparison orientation on their attitudes toward the virtual influencers they follow. In particular, we aimed to determine how the perceived realness of virtual influencers on Instagram affects attitudes toward virtual influencers. To do this, we conducted an online and offline survey of 325 people who use Instagram and have heard of virtual influencers. The results showed that Instagram users' immersion and trends innovativion had a significant effect on their attitudes toward virtual influencers. However, an individual's social comparison orientation did not have a significant effect on attitudes toward virtual influencers. The moderating effect of social presence perception on the effect of Instagram user characteristics on attitudes toward virtual influencers was analyzed, and it was found that the moderating effect of social presence perception was not significant in the relationship between users' immersion orientation and attitudes toward virtual influencers. On the other hand, the moderating effect of social authenticity on trend innovation and social comparison orientation was found to be significant. The results of this study are significant in that they identify factors that influence attitudes toward virtual influencers on Instagram.