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The Influence of Consumer's Perception toward Virtual Influencer characteristics on Desire to Mimic and WOM: Focusing on Mediating Effect of Uncanniness and Trust
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가상 인플루언서 특성에 대한 소비자의 지각이 모방욕구와 WOM에 미치는 영향: 불편함과 신뢰감의 매개효과를 중심으로

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Type
Academic journal
Author
Ji-hyeon Lee (경북대학교) Han-ku Kim (경북대학교)
Journal
Korea Internet Electrornic Commerce Association The Journal of Internet Electronic Commerce Resarch Vol.21 No.4 KCI Accredited Journals
Published
2021.8
Pages
49 - 75 (27page)
DOI
10.37272/JIECR.2021.06.21.4.49

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The Influence of Consumer's Perception toward Virtual Influencer characteristics on Desire to Mimic and WOM: Focusing on Mediating Effect of Uncanniness and Trust
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Abstract· Keywords

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Understanding why people are enthusiastic about virtual influencer and why others are displeased is an important issue for companies that decide whether to adopt a new marketing strategy. Because a virtual influencer works with brands to act as models or creates their own content, consumers" desire to mimic and Word of Mouth (WOM) toward virtual influencers" interests, activities and products that they promote can increase the value of them as a brand. Therefore, to identify the factors that affect consumers" favorable reaction toward virtual influencer, this study focused on consumers" perception and both positive and negative emotional reaction toward virtual influencer. Specifically, we verify the effect of perceived warmth, perceived reality and perceived predictability on desire to mimic and WOM through uncanniness and trust.
The results are as follow. First, perceived warmth toward virtual influencer had a negative impact on uncanniness, whereas it had a positive impact on trust. In addition, perceived reality had a positive impact on uncanniness, but it hadn"t a significant impact on trust. Also, perceived predictability had a negative impact on uncanniness, but it positively affected trust. Second, uncanniness toward virtual influencer had a negative impact on both desire to mimic and WOM, whereas trust toward virtual influencer had a positive impact on desire to mimic and WOM. Lastly, desire to mimic had a positive impact on WOM.
The findings of this study extends the scope of both influencer marketing and Artificial Intelligence technology by applying similarity-attraction theory and uncanny valley theory to the context of virtual influencer. In addition, this study can suggest that consumers" desire to mimic and WOM are affected by uncanniness and trust. The findings can help companies predict the impact of consumer’s attitude toward virtual influencer on revenue generation by verifying factors that can reduce negative responses and increase preferences to virtual influencer marketing.
#Virtual Influencer #Perceived Warmth #Perceived Reality #Perceived Predictability #Uncanny #Trustworthy #Desire to mimic #WOM

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구가설
Ⅳ. 연구방법
Ⅴ. 가설검증 및 분석결과
Ⅵ. 결론
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References (74)

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박귀정 / 2018 / SNS 이용동기가 사회적 자본과 지속이용의도에 미치는 영향 : 신뢰 및 플로우의 매개효과 / 인터넷전자상거래연구 18(4):143~157 dbpia 주재훈 / 2021 / 커뮤니티 기반 소셜커머스의 신뢰와 고객 충성도의 결정요인: 샤오홍슈를 중심으로 / 인터넷전자상거래연구 21(1):33~50 dbpia 진짜보다 가짜, 인간을 뛰어넘는 버추얼 인플루언서 google schola Aaker, J. / 2010 / Nonprofits are seen as warm and for-profits as competent : Firm stereotypes matter / Journal of Consumer Research 37(2):224~237 google schola Aggarwal, P. / 2007 / Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products / Journal of Consumer Research 34(4):468~479 google schola

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