가상 인간 인플루언서의 특성과 소비자 혁신성이 콘텐츠 공유 의도에 미치는 영향

With advancements in computer graphics and generative AI technologies, virtual human influencers with increasingly sophisticated and natural appearances are attracting significant attention through their active engagement on various social media platforms. These virtual influencers, much like real individuals, create diverse content through collaborations with different brands and are actively employed in advertising and marketing initiatives. In light of these developments, this study was conducted to empirically investigate how the characteristics of virtual human influencers and consumer innovativeness affect the intention to share content. The study specifically aimed to examine how the attractiveness, physical similarity, inner similarity, and commerciality of virtual human influencers influence content-sharing intentions. To accomplish this, survey data from 188 male and female university students were analyzed. The findings revealed that, first, the attractiveness and inner similarity of virtual human influencers positively influenced content-sharing intentions, while physical similarity and commerciality did not have a significant impact. Second, consumer innovativeness was found to positively affect content-sharing intentions. The results of this study offer valuable insights into the effective use of virtual human influencers in marketing strategies. They not only provide strategic guidance to enhance the marketing impact of virtual influencers but also serve as essential data for crafting tailored marketing strategies based on consumer innovativeness.