1인 미디어를 통한 스포츠 신발 수집가의 브랜드 소개를 접한 소비자의 브랜드 인지도가 구매의도에 미치는 영향 : 스포츠 신발 수집가에 대한 신뢰도의 매개효과를 중심으로

Abstract

Purpose: The purpose of this research is proving the influence of brand awareness on the purchase intention of the consumers who have seen the brand introduction of the sports shoes collector through the one-person media with the mediating effect of trust on the sports shoes collector. Method: This study conducted a questionnaire survey by selecting the general population with 1 person media viewing experience. 218 were used for this study, except for 32 that were considered inaccurate. SPSS 23.0 and AMOS 21.0 were used for data analysis. Using SPSS 23.0, frequency analysis, exploratory factor analysis, reliability analysis, and correlation analysis were performed. Using AMOS 21.0, confirmatory factor analysis was performed to determine the goodness of fit of the model. It was judged based on the goodness-of-fit index such as CFI, TLI, and RMSEA values. Bootstrapping method is used to verify the mediating effect of parameters. Results: First, the influence on the attractiveness, reliability, and professionalism of the collector who appeared in the shoe brand introduced in the 1 person media showed that the professionalism had a positive effect. Second, the recognition of shoe brand introduced in single media image had a positive effect on the purchase intention of consumers who have seen the image. Third, among the factors of attractiveness, reliability and professionalism of collectors who appeared in single media videos for shoes introduction, it was found that the reliability and expertise factors had a positive effect on the purchase intention of consumers who had access to media images. Conclusion: 1 person media faces an unlimited number of opportunities to be used as new promotional tools in the sports shoes and other goods markets. At the present stage, we are reliant on individual freedom, but we need to approach it more systematically. This study is valuable as a pioneering study on the availability of the expansion power of single media. We hope to see more of these value-challenging studies in the future.