인플루언서의 특성이 명품브랜드 소비에 미치는 영향 연구 : MZ세대를 중심으로

초록

This study focuses on identifying the influence that the characteristics of influencers encountered when using social media have on the MZ generation’s perception and attitude toward luxury goods. The data analyzed in this study were collected through a survey conducted on MZ generation consumers who have experienced influence on their perception of luxury brand value through social media influencers and who have purchased luxury brands. As a result, it was analyzed that luxury brand companies are partially influenced by the influencer’s expertise in the MZ generation’s perception of luxury brand consumption value when establishing influencer marketing strategies. Therefore, it is judged that it is necessary to establish a strategy for the emotional characteristics of influencers, such as reliability, authenticity, and attractiveness, rather than the knowledge transfer of products and services. In the case of the MZ generation, since they have a lifestyle pattern that allows them to acquire information about products and services through various digital and mobile devices, the transfer of influencer’s professional knowledge may not be an important factor when purchasing luxury goods. In addition, since not all factors of luxury brand consumption value perception recognized by the MZ generation affect trust and loyalty toward luxury brands, it will be necessary to closely examine which consumption value perception factors are related to luxury brand consumption attitudes. In addition, the result that brand loyalty has an effect on purchase intention, which is a consumption behavior intention, rather than brand trust, which is a consumption attitude factor, implies that brand trust is a prerequisite for brand loyalty, and thus, efforts are needed to build consumer trust for luxury brands to increase brand loyalty.

키워드