패션 크리에이터의 혁신성과 매력성이 소비자 반응 및 지속적 관계지향성에 미치는 영향- 1인 미디어를 중심으로 -
The effects of fashion creators’ innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship - Focusing on personal media -
- 발행
- 2022
- 소속·발행
- 중앙대학교
- 출처
- 국내 KCI
- DOI
- 10.29049/rjcc.2022.30.1.121
- 원문등록
- 2022-03-04
- 원문
- 원문 보기 ↗
개념
키워드
패션 크리에이터, 혁신성, 매력성, 소비자 반응, 지속적 관계지향성, fashion creator, innovativeness, attractiveness, consumer response, sustainable relationship orientation
초록
This study analyzed the effects of fashion creators’ innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship in personal media. A survey was conducted with consumers aged in their 20s and 30s who had experience in sharing video content or writing comments and participating in fashion creators’ real-time broadcasting of personal media. The results show that the innovativeness of fashion creators was classified into originality, opinion leadership, variety, and adventurous spirit, while attractiveness was classified into physical, social, and professional attractiveness. Consumer responses were classified into either emotional or cognitive responses, and sustainable relationship orientation was classified into communication, sharing, and relationship sustainability. The originality and variety of the fashion creators positively affected the emotional and cognitive responses of consumers. Adventurous spirit positively affected emotional response, whereas opinion leadership positively affected cognitive response. In addition, the social and professional attractiveness of fashion creators positively affected consumers’ emotional and cogni