인플루언서 마케팅이 브랜드 태도와 구매 의도에 미치는 영향

Effects of Influencer Marketing on Brand Attitude and Purchasing Intention: A Case of Wanghong Marketing of Korean Companies

Purpose: The purpose of this paper is to analyze the impact of major determinants of Wanghong marketing on brand attitude and purchasing intention. Based on literature reviews, we present three hypotheses: First, Wanghong marketing will have a positive impact on brand attitude. Second, Wanghong marketing will have a positive impact on purchasing intention. Third, brand attitude will have a positive impact on purchasing intention. Research design, data, and methodology: Survey results on a total of 166 Chinese students in Korea were used for analysis. Structural Equation Modeling (SEM) was employed to test the hypothesized model, and SPSS and AMOS were used to analyse the hypotheses. Results: This research results are as follows. First, Wanghong marketing was found to have a positive effect on the brand attitude. Second, it was found that Wanghong marketing had a positive effect on the purchasing intention. Third, it was found that the brand attitude had a positive effect on the purchasing intention. Implications: This study investigated the factors of Wanghong marketing that affected the brand attitude and the purchasing intention. To do that, the author surveyed the variables related to Wanghong marketing to Chinese consumers. The findings suggest that Korean firms need to improve their marketing performance by improving expertise, attractiveness, informativeness and entertainment, which are major determinants of Wanghong marketing.