가상 인플루언서의 혁신저항에 관한 연구: 상호작용성과 혁신 특성의 매개효과를 중심으로

초록

Virtual influencer is being used as an effective communication strategy with consumers with the possibility of preventing human risk factors and infinite utilization. However, negative factors such as consumers' psychological discomfort with virtual influencer are continuously being raised. Therefore, this study aims to verify the effect of interaction with virtual influencers, innovation characteristics, and innovation resistance on purchase intention according to the perceived level of openness of consumers based on the innovation resistance model. As a result of the study, the higher the perceived openness level of the consumer, the more positive the interactivity with the virtual influencer was, and the higher the interactivity, the lower the innovation resistance was. In addition, if the interactivity is positive, a positive (+) mediating relationship was confirmed to positively recognize the suitability of virtual influencer. These results will be meaningful as an academic and practical basis for enhancing the effect of advertising in the future by inducing interactions with virtual influencers and spreading them positively to form a social relationship between consumers and brands.

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