중국 SNS 인플루언서의 인상관리가 유저의 몰입도와 구매의도에 미치는 복합적 관계에 관한 연구

초록

The study is about the effect of impression management of Chinese SNS influencers whose influence is growing as the celebrities in the SNS platform environment based on internet, on the users" flow and purchase intension. The purposes of this study， firstly, is to find the theoretical basis of variable selection through theoretical understanding and terms establishment of Chinese personal media influencers, impression management, SNS flow and purchase intension; Secondly, is to provide empirical research of the variables-flow and purchase intention, in order to inquiry the effect of impression management during the interaction between Chinese SNS influencers and users based on SNS platform; Thirdly, is to deduce the effect relationship of Chinese SNS influencers" impression management on users" flow and purchase intension. The conclusion of this study are as follows: firstly, the self-focused， other-focused and non-verbal impression management of Chinese SNS influencers have a meaningful effect on users‘ flow in influencers; secondly, the flow of Internet SNS platform users has a meaningful influence on purchase intension; thirdly, the self-focused， other-focused and non-verbal impression management of Chinese SNS influencers have a meaningful effect on users" purchase intension. Based on other research results like this, it would be an effective marketing measure if we establish the communication strategy with users which reflects the importance of the variables-flow and purchase intension.

키워드