메뉴 건너뛰기
.. 내서재 .. 알림
소속 기관/학교 인증
인증하면 논문, 학술자료 등을  무료로 열람할 수 있어요.
한국대학교, 누리자동차, 시립도서관 등 나의 기관을 확인해보세요
(국내 대학 90% 이상 구독 중)
로그인 회원가입 고객센터 ENG
주제분류

추천
검색
질문

논문 기본 정보

자료유형
학술저널
저자정보
이해수 이모란 (강동대학교)
저널정보
한국인터넷전자상거래학회 인터넷전자상거래연구 인터넷전자상거래연구 제22권 제6호
발행연도
2022.12
수록면
19 - 36 (18page)
DOI
10.37272/JIECR.2022.12.22.6.19

이용수

표지
📌
연구주제
📖
연구배경
🔬
연구방법
🏆
연구결과
AI에게 요청하기
추천
검색
질문

초록· 키워드

오류제보하기
In this study, we demonstrated the persuasion effect of the post writing method, focusing on social media(Instagram), which is the main communication method between virtual influencers and consumers. To this end, virtual influencer posts and comments were divided into rational and emotional messages. Consumer response was measured and compared with purchase intention and sharing intention, and the mediating role of trust was additionally confirmed in this process. An online survey was conducted by manipulating SNS posts of virtual influencers. An independent sample t-test and stepwise regression analysis were performed using the SPSS 22.0 program. The verification, it was confirmed that the difference in consumer response(purchase intention, sharing intention) and trust according to the virtual influencer post message type(rational/emotional) was significant, and trust played a mediating role between message type and consumer response. Practical implications were drawn based on the discussion based on the results of the study, and this study expands the understanding of virtual influencers as a new type of information source in the area of marketing communication with consumers and strategies for effective use of virtual influencers in the future. It has significance in that it can serve as a reference material for establishment.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 논의
Ⅲ. 연구방법 및 절차
Ⅳ. 분석결과
Ⅴ. 결론 및 함의
참고문헌

참고문헌 (0)

참고문헌 신청

함께 읽어보면 좋을 논문

논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!

이 논문의 저자 정보

이 논문과 함께 이용한 논문

최근 본 자료

전체보기

댓글(0)

0

UCI(KEPA) : I410-ECN-0101-2023-323-000335433