가상 인플루언서 특성이 광고 효과에 미치는 영향: 정보 신뢰성의 매개 효과를 중심으로

초록

Purpose - This study aims to analyze the impact of virtual influencers' characteristics (attractiveness, authenticity, and intimacy) on advertising effectiveness (advertising attitude, brand attitude, and purchase intention) and to examine whether information credibility mediates these relationships. Design/Methodology/Approach - A survey of 119 male and female adults in their 20s and 30s was conducted, and the collected data were analyzed using SPSS 29.0 and the PROCESS macro Model 4 for multiple regression and mediation effect analysis. Findings - The findings show that attractiveness significantly influences advertising attitude, while authenticity has a positive effect on brand attitude and purchase intention. Intimacy significantly affects both advertising attitude and brand attitude. Regarding the mediating role of information credibility, the results indicate that authenticity and intimacy have significant mediation effects on advertising attitude, brand attitude, and purchase intention. However, no significant mediation effect was found for attractiveness. Research Implications and Limitations - This study highlights that the authenticity and intimacy of virtual influencers play a crucial role in enhancing consumer responses to advertisements and brands, with information credibility serving as a key mediator in this process. These findings underscore the importance of strengthening virtual influencers' characteristics to foster positive advertising outcomes and provide valuable insights for developing effective marketing strategies.

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