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DOI :
Journal Korea Society of Visual Design Forum , Vol.71, No.0, 95 ~ 107, 2021
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| Title |
| Structural Relationship among Purchase Intention, Beauty Influencer Credibility, Information Acceptance, and Product Attitude |
| 서현겸 Hyeon-Gyeom Suh , 유태순 Tai-soon Yoo |
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| abstract |
| Background This study aims to examine the structural relationship among purchase intention, beauty influencer credibility, information acceptance, and product attitude, and then presents direct and indirect effects among variables which affect purchase intention.
Methods A survey was conducted among 450 women in their 20s consumers who had ever purchased products introduced by beauty influencers in Instagram. Data were analyzed using AMOS 26.0 and SPSS 26.0.
Result Beauty influencer credibility, information acceptance, and product attitude exercised direct & indirect influence on purchase intention. Among the variables directly affecting the purchase intention, beauty influencer credibility had the largest effect, and beauty influencer credibility had the most indirect effect on purchase intention through product attitude in the indirect effects affecting purchase intention.
Conclusion This indicates that beauty influencer credibility is an important variable that directly or indirectly affects the purchase intention. It is worth noting that product attitude plays a mediating role to increase purchase intention. |
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| Key Words |
| 인플루언서의 신뢰성, 정보수용, 제품태도, Influencer Credibility, Information Acceptance, Product Attitude |
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