짧은 동영상 플랫폼의 인플루언서 정보원천 특성이 소비자 감정반응과 구매 의도에 미치는 영향: 중국 소비자들을 대상으로

Purpose - This study examines how short-form video influence marketing on social media affects consumers' purchase intentions. It analyzes the impact of influencers' characteristics (expertise, trustworthiness, similarity, attractiveness, famousness) on consumers' emotional responses (pleasure, arousal) and purchase intentions. Design/methodology/approach - We collected data from 204 Chinese users who had an experience watching short videos. To test the hypotheses, SPSS 27.0 and AMOS 26.0 statistical packages were used based on the collected data. Findings - Results show that expertise, trustworthiness, similarity, and attractiveness positively influence emotional responses and purchase intentions, while famousness does not. In addition, through the analysis of the moderating effects of gender and generation, it was confirmed that there were differences in the relationship between information source characteristics and consumer responses by gender and generation. Research implications or Originality - The results of this research suggest that when brands establish marketing strategies utilizing influencers to increase consumers' purchase intention, they need to consider the influencer's information source characteristics and take a customized approach tailored to the gender and generation characteristics of target consumers.