패션쇼핑에서의 팬덤이 구매의도 미치는 영향: 왕홍 채널 중심으로
- Title
- 패션쇼핑에서의 팬덤이 구매의도 미치는 영향: 왕홍 채널 중심으로
- Other Titles
- The Effect of Fandom on Purchase Intention In Fashion Shopping: Focusing on Internet Celebrity, Wanghong
- Author
- 강동
- Alternative Author(s)
- KANG TONG
- Advisor(s)
- 이규혜
- Issue Date
- 2021. 8
- Publisher
- 한양대학교
- Degree
- Master
- 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
- URI
- http://hanyang.dcollection.net/common/orgView/200000500103https://repository.hanyang.ac.kr/handle/20.500.11754/163588
- Appears in Collections:
- GRADUATE SCHOOL[S](대학원) > CLOTHING & TEXTILES(의류학과) > Theses (Master)
- Files in This Item:
There are no files associated with this item.
- Export
- RIS (EndNote)
- XLS (Excel)
- XML