Effect of Influencer Attributes on Purchase Intention in Internet Shopping Mall Environment: Focused on Taiwan E-commerce

This study investigates the impact of influencer characteristics on brand perception and purchase intention in Taiwan's online shopping mall environment, with brand perception serving as a mediating variable and perceived authenticity as a moderating variable. The research examines five key influencer characteristics: expertise, similarity, intimacy, attractiveness, and interactivity. Data were collected through a smartphone-based questionnaire survey conducted from June 4 to June 16, 2023, yielding 275 valid responses from Taiwanese online shopping mall users. The empirical analysis revealed that among influencer characteristics, similarity (β=.226, p=.004) and attractiveness (β=.272, p=.000) significantly affected brand loyalty, while only intimacy (β=.336, p=.000) showed a significant effect on brand attitude. Brand loyalty demonstrated a significant positive effect on both purchase intention (β=.477, p=.000) and brand attitude (β=.480, p=.000). Brand attitude also exhibited a significant positive influence on purchase intention (β=.311, p=.000). Notably, perceived authenticity moderated the relationship between intimacy and brand attitude (β=1.534, t=2.344, p=.020), while showing no significant moderating effect between other influencer characteristics and brand loyalty. These findings contribute to the theoretical understanding of influencer marketing dynamics in the Taiwanese e-commerce context and provide practical implications for businesses leveraging influencer marketing strategies. The study suggests that companies should focus on influencers who demonstrate similarity with their target audience and possess attractive qualities to enhance brand loyalty, while fostering intimate connections between influencers and consumers to strengthen brand attitudes. The research also highlights the importance of authenticity in reinforcing the relationship between influencer intimacy and consumer brand attitudes.