뷰티 인플루언서의 속성이 브랜드 신뢰, 브랜드 태도, 구매의도에 미치는 영향

This study aims to examine the role that influencer attributes play in shaping brand trust and brand attitude, against the backdrop of the rapid growth and expanding influence of influencer marketing. Influencer attributes were conceptualized along three dimensions: attractiveness, expertise and trustworthiness. The study empirically analyzed how these attributes affect consumers’ formation of brand trust and brand attitude, as well as the subsequent impact of brand trust and brand attitude on purchase intention. Using structural equation modeling to test the research framework, the results indicated that expertise and trustworthiness had significant positive effects on brand trust, whereas attractiveness did not show a statistically significant impact on brand trust. However, attractiveness, expertise, and trustworthiness were all found to positively influence brand attitude. Notably, trustworthiness emerged as the most influential factor on both brand trust and brand attitude, suggesting that the formation of consumer-brand relationships is most effectively facilitated when consumers perceive influencers as trustworthy. Additionally, both brand trust and brand attitude were confirmed as key antecedents of purchase intention. These findings provide empirical evidence that influencer attributes differentially affect consumer decision-making processes and offer practical implications for the development of influencer marketing strategies by firms.