Fashion Social Influencer And Interaction Effects With Product Attributes

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They are regular users who influence their followers and regular users by fashion on Social Network Service (SNS), which focuses on the relationship among users. By opening their shopping malls on blog markets, Naver StoreFarm, and other online shopping malls, fashion social influencers started selling fashion items that reflected their own tastes. Opening of shopping malls is becoming increasingly popular, leading to the rapid growth of social influencers??? shopping mall market and is expecting to play a key role in a new distribution channel. Assuming a shopping mall environment run by an Instagram social influencer, this study examined whether there were differences in product preference, product purchase intention, and social influencers??? intention of recommending shopping mall according to the social influencer???s fame, product popularity, and product price in the shopping mall situation. The study used an online survey questionnaire method for empirical analysis by creating an Instagram social influencer???s shopping mall situation. 8 types of stimulants with different fame, product popularity, and product price of social influencer were presented to 276 respondents in 8 groups who were women in their 20s to 30s. According to the result of study experiment in a social influencer???s shopping mall, social influencers??? fame, product popularity, and product price had a significant effect on consumer reaction. There was a higher preference for the products sold on shopping malls run by a social influencer when s/he was very famous, product popularity was high, and the product price was cheap, than when the social influencer had little fame, product popularity was low, and the product price was expensive. A social influencer???s fame and product price had a mutual interaction effect, making product preference to increase when a famous social influencer was selling an item at a cheap price. In addition, a social influencer???s fame and product price had a significant effect on the intention of product purchase, showing that the intention of purchasing a product from a social influencer was high when the social influencer was highly famous and the product price was cheap. Moreover, there was no main effect of product popularity on product purchase intention, but product popularity had a mutual interaction effect with product price, so product purchase intention increased when a social influencer was selling a fashion item with a simple design at a cheap price. A social influencer???s intention of recommending a shopping mall also had a significant effectthere was a higher intention to recommend a social influencer???s shopping mall when the social influencer was very famous, product popularity was high, and a product was cheap, than when the social influencer had little fame, product popularity was low, and the product price was expensive. The study also demonstrated that Instagram users prefer to purchase fashion products sold by not famous social influencers only at a cheap price, while they still have an intention to purchase fashion products sold by famous social influence even when expensive, believing that it would be a reasonable consumption. This study will be able to provide various implications on follow-up studies related to the influence of social influence, since it is the first research on the purchase intention of shopping malls that are run by famous social influencers on Instagram.Maste