온라인에 올린 유명인의 재 포스팅 메시지가 사용자의 태도와 구매의도에 미치는 영향

초록

Purpose: The present study investigates the influence of online reposting by celebrities on users' perceived brand attitude and purchase intention of the products they endorse. This is to understand how users of are influenced by the recommendations celebrities post on their blogs. In addition, we explore how the fit on the image between the celebrity and the products they endorse affects users' favorably about the products. Composition/Logic: This research examines three causal pathways: reposting by celebrities, their brand attitude and purchase intention, and the moderating effect of product involvement in the pathway between reposting and both brand attitude and purchase intention. Findings: The study demonstrates that celebrities' reposting content (BGC vs. UGC) has a major effect on consumers' brand attitude. In other words, when an internet celebrity reposts brand-related content from an official brand account and not as a user, consumers make a more positive evaluation of the brand. However, consumers' purchase intention shows no difference between UGC and BGC reposting conditions. In addition, product involvement failed to moderate the effect of reposting content on consumers' responses. Originality/Value: This research contributes toward internet celebrity marketing literature in examining their reposting behavior as well as in providing suggestions to marketers about the use of internet celebrities.

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