중국 SNS에서 KOL 특성이 소비자 구매의도에 미치는 영향: 제품 유형의 조절효과

초록

With the rapid development of social media, KOL(Key Opinion Leader) marketing is playing an increasingly important role in Chinese SNS. The purpose of this study is to investigate the mechanisms by which KOL characteristics(Professionalism, Recognition, Involvement and Interactivity) influence consumers' purchase intention in Chinese SNS, with a focus on analysing the moderating role of product type(Fashion and Daily Necessities) in this process. In this study, the questionnaire method was used to collect data from the Chinese sample and to analyse the data. The results of the analyses show that KOL's professionalism, popularity, product involvement, and interactivity significantly affect consumers' purchase intention in China. However, product type reduces the influence of KOL's awareness and product involvement on purchase intention, especially for clothing items. This study will provide a theoretical basis and practical guidance for KOL marketing practices on Chinese SNS, helping brands to better select KOLs, formulate marketing strategies, and improve marketing effectiveness.

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