패션쇼핑에서의 팬덤이 구매의도 미치는 영향: 왕홍 채널 중심으로

Abstract

인터넷과 모바일 기술의 발달 이후 미디어 환경과 커뮤니케이션 방식이 바뀌면서 소비자들의 쇼핑 방식이 혁신적으로 달라졌 다. 중국시장에서는 이와같은 변화를 수용하여 기존의 온라인쇼핑 방식이 아니라 주요 인플루언서 혹은 스트리머가 생방송의 형태로 방송을 진행하며 구매자와 상호작용을 하는 생방송 형태의 판매 형식이 주목받아 크게 성장 하고 있다. 중국 시장에서 이와 같은 비즈니스모델에서의 중심은 왕홍으로 이들에 대한 믿음이나. 경험, 감정 등이 소비자의 구매의도에 큰 영향을 주고 있다. 인터넷스타로까지 불리는 왕훙은 개인 방송,영상,사진 등 다양한 플랫폼을 통해 소비자에게 서비스와 제품을 전달하는 인미디어이 1 며 패션리더라고 할수 있으며, 왕훙이 전하는 콘텐츠는 소비자의 구매의도를 촉진하는 역할을 한다. 방송 플랫폼을 통해 생생한 구매 제품 , 체험 등의 정보를 효과적으로 전달하여 제품의 홍보와 판매를 촉진하는 역할을 한다 이와같이 왕훙은 제품에 대한 기본적인 정보와 함께 소비 기회를 제공하며 자체 평판과 인지도를 통해 새로운 소비층을 형성하는 등 하나의 유통채널 역할을 한다. 본 연구에서는 중 국시장에서 나타나는 왕홍마케팅을 하나의 채널로 간주하고 이와같은 채널특성 지각이 구매의도가 어떠한 영향이 있는지를 알아봤다.|The development of Internet mobile technology has changed the media environment and communication methods, and young people's shopping methods have begun to innovate. For years, China has been actively seeking to broadcast new marketing live. Among them, the live sales format is in the spotlight, and it is loved by young people through rapid development. As Wang Hong marketing, represented by Wang Hong, has emerged as a trend, products used by their live broadcasts are catching the eye of viewers, affecting consumers' intention to purchase them. Chinese Internet star Wang Hong is a fashion leader who delivers services and products to consumers through various platforms such as personal broadcasting, videos, and photos, while Wang Hong's content promotes consumers' intention to purchase. In particular, through the live platform, we can effectively communicate information such as live purchase, family, and product experience to promote and sell our products. Wanghong Marketing provided consumption opportunities along with basic information on the product. And it can form a new consumer base through its own reputation and recognition. This phenomenon is attracting global attention for a variety of content types and revenue models in China's one-person media. In this study, it is intended to distinguish the level of perception of Wang Hong characteristics and to understand the relationship between consumers' intention to courtship and recommendation. In addition, we would like to analyze how Wang Hong recommends products through personal channels and forms a relationship with consumers' emotional reflexes and fandom immersion. Among them, we focus on how the mediating role is put in and how it affects Brad by adding consumer perceptions and folklore. Therefore, this study establishes research hypotheses and models based on existing prior research. And I set up a questionnaire and conducted a survey. Through empirical analysis of survey results, the following results were obtained. The relationship between Wang Hong's characteristic perception level and the intention to purchase and recommend products was verified. Wang Hong characteristic perceptual levels were classified into three categories: reliability, interaction, and recognition through prior research. Therefore, it has been shown that reliability among Wang Hong characteristic perceptual levels has a finite positive effect on the purchase and recommendation intention of Channel products. It has also been shown that interaction has a finite positive effect on channel product purchase and recommendation intentions. In the relationship between Wang Hong characteristic perceptual level and consumers' emotional reflection, interactionality has a finite positive effect on consumers' emotional reflection. Reliability and cognition, on the other hand, have resulted in no finite positive effect on consumers' emotional reflexes. And Wang Hong characteristic perception level does not have a finite positive effect on the rational immersion of the fandom. And it has been shown that interactivity has a finite positive effect. It has been shown that reliability, interactionality, and recognition all have a finite positive effect on the emotional immersion of the fandom among Wang Hong characteristic perceptual levels. Therefore, Wang Hong's reliability, interaction, and high awareness can cause consumers to want to maintain a relationship. In the relationship between consumer sentiment anti-function and fandom immersion and purchase intention and recommendation of channel products, consumer sentiment anti-function is shown to have a finite positive effect on purchase and recommendation intention. The results of the study model hypothesis verification through simple multiple regression analysis show that reliability and interaction have a positive influence on channel product purchase intent, and in the case of recognition, it is rejected. Based on this, we analyzed whether it has a regulatory effect that promotes by injecting regulation variables such as brand sensitivity. Therefore, reliability has been adopted as a regulatory effect in the relationship between channel product purchase. Interactive has also been adopted as a regulatory effect in the relationship between channel product purchase. In addition, in this way, it has been shown that only awareness has a controlling influence by injecting brand sensitivity as regulatory variables in the relationship between Wang Hong's characteristic perceptual level and consumer emotional reflex. However, the results of the analysis show that recognition promotes and regulates negative effects. In the relationship between Wang Hong's characteristic perception level and fandom rational immersion, only interactionality was found to have a controlling influence by injecting brand sensitivity as regulatory variables. However, brand sensitivity has been shown to be a negative regulatory effect in the relationship between interaction and rational immersion. In the relationship between Wang Hong's characteristic perception level and fandom emotional immersion, brand sensitivity are injected as regulatory variables, indicating that they have a reliable and interactive control influence. This study provides a general description of the current Wang Hong economic culture and thus contributes to providing useful basic data in the online Wang Hong economic field. KEY WORD: Wang Hong, fandom, brand, information sensitivity, purchase, intention to recommend, consumer emotional activity, fandom immersion