명품 브랜드와의 협력에서 가치 지향과 인플루언서 유형의 상호작용이 설득 효과에 미치는 영향

초록

This study examined the relative effectiveness of power orientation, which is associated with control over resource allocation in harmonizing with virtual influencers, and universalism in harmonizing with human influencers, in collaborating with luxury brands. The interaction, which we refer to as the congruence effect, was measured by its effects on credibility, attractiveness, brand attitudes, and purchase intentions. The research methodology was designed by crossing human and virtual influencer types and contrasting value orientations in the influencers' stories. The online experiment was conducted with 128 women in their 20s and 30s. The interaction of influencer type and value orientation was significant for trustworthiness, brand attitude, and purchase intention. This study provides evidence that it is effective to express different values for different types of human and virtual influencers. Theoretically, it is significant in that it is a novel attempt to utilize the value system theory in influencer character design.

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