가치 지향과 상품 특성이 가상 인플루언서에 대한 평가와 광고 효과에 미치는 영향

초록

The current study explored the relative effect of value orientation which appears in the story of virtual influencer and whether it interacts with product characteristic. Value orientation was divided into personal orientation pursuing one's own achievement and social orientation pursuing pro-social activities such as environmental protection. Product characteristic to examine fitness with value orientation were divided by price differences. This study was conducted as an online experiment, and the story presented by a virtual influencer was differentiated to create four conditions in which value orientation and product characteristic intersect. The experiment was conducted on female college students in their 20s, and data from 162 people were finally analyzed. As a result, the social-oriented story induced higher trustworthiness and likeability to the virtual influencer than the personal-oriented story. It is inferred that the reason for not being significant in the purchase intention is the interaction between value orientation and product characteristic. Individual orientation was found to fit with expensive products, and social orientation was found to fit with low to mid-priced products. The results of this study can be helpful in understanding the psychological mechanism when designing and responding to characteristics of virtual influencer.

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