가상 인플루언서와 인간 인플루언서의 특성에 따른 광고효과 비교연구: 긍정적 정보와 부정적 정보의 조절효과를 중심으로

초록

The purpose of this study is to verify the difference between the characteristics and advertising effects of human influencers and virtual influencers as advertising models, and to verify the moderating effect according to the type of information (positive or negative information). To verify the research question, a similar online experiment(information type: positive, negative/ influencer: virtual/human) was conducted targeting a total of 216 SNS users aged 19-49. As a result of the study, consumers’ perception of human influencers in attractiveness, professionalism, and similarity factors was more positive than virtual influencers. Second, as a result of comparative analysis of the difference in advertising effect according to the type of information, when the negative information of the influencer was exposed, the brand attitude and purchase intention were lower than when the influencer was exposed to the positive information. Third, the moderating effect between the reliability and brand attitude of virtual and human influencers according to information type was confirmed. As more negative information was exposed, the attractiveness and professionalism of human influencers appeared negatively on advertising attitude and brand attitude, and influencer’s professionalism, intimacy, and trustworthiness factors had a negative effect on purchase intention. These results will have academic significance in exploring the difference in consumer perception of the characteristics of virtual and human influencers according to positive/negative information and comparing the differences in advertising effects. It will be meaningful in that respect.

키워드