디지털 기술 관여도와 가상 인플루언서 친숙도 그리고 수용자의 성이 가상 인플루언서 광고태도와 참여의도에 미치는 영향 = The Impact of Involvement, Familiarity, and Audience Gender on Virtual Influencer Advertising Attitude and Participation Intention

다국어 초록 (Multilingual Abstract)

This study investigated how audience characteristics affect responses to virtual influencers rather than real people through advertising attitudes and campaign participation intentions. As a result, first, the advertising attitude of the group with high involvement in digital technology was more positive toward campaigns featuring virtual influencer. However, the influence of technology involvement did not show significant results on campaign participation intention. Second, the advertising attitude of the group with high familiarity with virtual influencers was more positive.
However, there were no significant results on participation intention. Third, men had a more positive attitude towards advertising, and women had a more positive intention to participate in the campaign. Next, we examined the interaction between digital technology involvement, virtual influencer familiarity, and gender. First, with regard to attitude towards advertising, a three-way interaction was shown within a limited level. In the case of men, the difference in familiarity played a significant role in the group with high technology involvement. On the other hand, in the case of women, differences in familiarity tended to be large in groups with low technology involvement. Lastly, with regard to participation intention, a three-way interaction was shown within a limited level. For men, among groups with low technology involvement, participation intention was high in groups with high familiarity with virtual influencers. And in groups with high involvement, the intention to participate tended to be high in groups with low familiarity. On the other hand, among women, within the group with low technology involvement, the participation intention was high in the group with low familiarity with virtual influencers. And among groups with high involvement, groups with high familiarity tended to have high participation intentions. These research results suggest academic and practical implications.