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• W4366000880 abstract "기술의 발달과 스마트폰의 대중화는 디지털 환경에 익숙한 MZ세대들의 SNS(Social Network Service) 사용을 가속화 했다. SNS 공간에서 사회에 영향력을 발휘하는 인플루언서(Influencer)들이 자연스럽게 등장하면서 그들을 활용한 기업 차원의 인플루언서 마케팅 비중이 점점 커지고 있다. 본 연구는 이런 상황에서 새로운 형태의 정보원으로 활용되고 있는 가상 인플루언서의 실재감과 애착이 콘텐츠 이용만족에 미치는 영향과 가상 인플루언서에게 느끼는 불편감이 어떠한 매개 역할을 할 것인지를 확인하고자 하였다. 연구문제 검증을 위해 온라인 설문을 실시하였고, 수집된 총 468개의 데이터에 대해 SPSS 21.0 프로그램을 사용, 탐색적 요인분석 및 매개 회귀분석을 실시하였다. 분석 결과 첫째, 가상 인플루언서의 실재감과 애착은 이용자의 콘텐츠 이용만족에 긍정적(+) 영향을 주는 것으로 나타났다. 둘째, 가상 인풀루언서의 실재감과 애착이 콘텐츠 이용만족의 영향 관계에서 불편함의 매개효과 분석 결과, 가상 인풀루언서의 실재감과 애착이 불편감에 영향을 미치고, 특히 이용자들이 가상 인플루언서에게서 실재감과 애착이 있더라도 불편함을 높게 지각할수록 콘텐츠 이용만족에 부정적인 영향을 주는 것으로 밝혀졌다. 본 연구 결과를 통해 가상 인플루언서에게 영향을 주는 주요 변인들의 효과를 이해함으로써 이론적, 실무적 함의를 제공할 수 있을 것이다. Advancing technologies and popularity of smartphones have accelerated the pace of social network service use by the MZ generation who are familiar with the digital environment. As many influencers who have huge impacts on society naturally emerge in the space of social network service, the market tends to spend more resources on marketing with influencers at the company level. This study aims to assess the impacts on the level of satisfaction with contents use of presence and attachment of virtual influences who are newly emerging as the new type of information resource and thus examine how the uncanniness felt from those virtual influences can play the role as a medium. For the successful verification of research topics, online surveys are offered and out of total of 468 data sets collected, the SPSS 21.0 program is used to perform exploration factor analysis and medium regression analysis. According to the analysis results, first of all, virtual influencers’ presence and attachment seem to have a positive effect on the user’s level of satisfaction with contents use. Second, according to the analysis of mediation effects of uncanniness in the relation between virtual influencer’s presence and attachment and the level of satisfaction with contents use, it is concluded that virtual influencer’s presence and attachment affect uncanniness and especially, the higher uncanniness users feel from virtual influencers the more negative effects there exist on the level of satisfaction with content use. The research results are expected to provide theoretical and practical implication as they can understand the main variables with effects from virtual influencers." @default.
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• W4366000880 date "2023-03-31" @default.
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• W4366000880 title "Effects of Virtual Influencer’s Presence and Attachment on the Level of Satisfaction with Contents Use -Based on Uncanniness As a Mediation Variable-" @default.
• W4366000880 doi "https://doi.org/10.18208/ksdc.2023.29.1.25" @default.
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