제품의 선택속성과 구매의도의 관계에서 인플루언서 특성의 조절효과에 대한 연구

In live commerce, influencers are receiving a lot of attention because they share product information with potential consumers, making product introductions intuitive and realistic. Therefore, the content created by influencers in live commerce has a great impact on consumers’ purchasing behavior beyond direct brand promotion. This study divided the various attributes of Korean cosmetics into essential and non-essential selection attributes among the various attributes of choosing products among Chinese female consumers, and established and verified a hypothesis on which factors affect the intention to purchase the product. In addition, this study verified the moderating effect of influencer characteristics in live commerce on the relationship between these cosmetics selection attributes and purchase intention to identify the importance of influencer characteristics. The sample of the study was Chinese women in their 20s who play a very key role in the cosmetics customer life cycle, and only women living in Shenzhen, Guangdong Province, China, who are familiar with trendy and online product purchases, were targeted. The results of this study are as follows. Among the selection attributes, quality and brand were found to have a continuous positive (+) effect on purchase intention. In addition, influencer characteristics such as expertise and interactivity had a positive effect on purchase intention, and both expertise and interactivity positively moderated the relationship between design and purchase intention and between familiarity and purchase intention.