This paper is a study to analyze the effects of influencer characteristics on purchase intention, focusing on the mediating effect of perceived value of Chinese consumers, an emerging market. The survey data of 175 Chinese consumers who have surfed live commerce were collected. According to the analysis results, first, each of entertainment and interactivity of the influencer characteristics has a positive effect on the functional value of the perceived values, and each of the entertainment and professionalism of the influencer characteristics has a positive effect on the emotional value of the perceived values. Then, both functional and emotional values of perceived value were tested for positive(+) effect on consumer purchase intention. Lastly, the partial mediating effect between the influencer characteristics and the purchase intention was confirmed for the perceived value. The results of this study will be useful in the academic aspect of influencer marketing. From an economic point of view, it can also provide useful implications for multinational companies trying to enter the emerging markets such as China.
Ⅱ. 선행연구 및 가설
Ⅴ. 결론 및 시사점