인플루언서 광고효과가 중국 소비자의 한국제품 구매만족도와 구매의도에 관한 연구

Purpose : This study examined the impact of influencer determinants—credibility, attractiveness, engagement, and interest—on product preference and brand trust, which are advertising effects. Furthermore, it empirically analyzed the impact of advertising effectiveness on purchase satisfaction, and the impact of purchase satisfaction on repurchase intention. The goal of this study is to analyze the relationship between influencers and advertising effectiveness, and to provide implications for companies considering their influencer utilization. Research design, data, methodology : This study analyzed the impact of influencer factors on product preference and brand trust, which are advertising effects based on credibility, attractiveness, immersion, and excitement. Furthermore, it conducted a regression analysis to examine the impact of these influences on purchase satisfaction, which in turn influences repurchase intention. First, general frequency analysis was used to examine the general characteristics of the survey subjects. Second, to ensure the validity and reliability of the questionnaire items, a reliability analysis was conducted using factor analysis and Cronbach's alpha coefficient. Results : The results of the hypothesis verification that the advertising effect of influencer product preference would influence purchase satisfaction were as follows: First, product preference, an advertising effect on Chinese consumers, significantly influenced purchase satisfaction. Second, brand trust, an advertising effect on Chinese consumers, significantly influenced purchase satisfaction. The analysis of the impact of purchase satisfaction due to influencer advertising on repurchase intention revealed that Chinese consumers' purchase satisfaction due to influencer advertising influences their repurchase intention. Conclusions : In general, influencer factors affect advertising effectiveness, advertising effectiveness affects purchase satisfaction, and purchase satisfaction significantly affects repurchase intention. However, influencer factors such as reliability, attractiveness, immersion, and interest did not affect advertising effectiveness such as product preference and brand trustworthiness. Interest was the only factor that did not affect product preference and brand trustworthiness.