SOR 모델기반으로 중국 인플루언서 ‘왕홍’의 특성이 플로우(Flow)와 심리적 반응에 미치는 영향

The Effect of Influencer Characteristics on Flow and Psychological Responses in China

Purpose– The study examined the impact of influencer characteristics on flow and psychological responses in China based on the S-O-R approach. Design/methodology/approach–Based on the theory of “Stimulus-Organism-Response” (S-O-R), this thesis takes flow as a medium variable to explore the impact of influencer characteristics on psychological responses. Out of 500 questionnaires distributed to experienced of influencer in China, 230 valid questionnaires were collected for data analysis. Empirical analysis was performed on the collected data using an SPSS statistical package, and the relationship between potential variables is proposed by using Structural Equations Modeling. Findings–Results revealed that influencer characteristics in China are authenticity, similarity and attractiveness. All influencer characteristics positively affect flow. In addition, flow positively influences the psychological responses. Finally, except for authenticity, similarity and attractiveness positively impact the psychological responses. Research implications or Originality– Through the analyzed results, we will emerge as a new consumption trend in China and draw the direction of continuous development and survival strategy of influencer marketing in the future.