가상 아이돌의 특성이 소비자 행동에 미치는 영향: 구매의도와 구전의도를 중심으로

초록

The purpose of this study is to explore the effects of virtual idol characteristics on consumer behavior in the rapidly growing virtual market post COVID-19. To analyze the effects of virtual idol attractiveness, transcendence, interactivity, and professionalism on purchase intention and word-of-mouth intention, an online survey was conducted with 117 respondents who have experience with virtual idols. This study utilized both traditional virtual characteristics such as attractiveness and professionalism, along with newly identified traits like transcendence and interactivity. Through exploratory factor analysis, reliability tests, and correlation analysis, the validity and reliability of the measures were confirmed. The results showed that attractiveness and interactivity had the most significant impact on purchase intention and word-of-mouth intention, with transcendence and professionalism also having positive effects. Additionally, the reliability of each factor was found to be very satisfactory. This study provides foundational data for leveraging virtual idol characteristics in marketing strategies, suggesting that virtual idols can act as powerful marketing tools by engaging with consumers beyond their role as mere digital characters.

키워드