ScholarWorks@성균관대학교

초록

Influencers have emerged as one of today's most powerful drivers of consumer influence and purchasing power, particularly through collaborations that leverage their unique personalities and tastes to foster emotional resonance with consumers. This study explored how consumers developed brand attachment to influencer collaboration products by examining product characteristics as antecedents and analyzing resulting behavioral responses. It also explored moderating effects of influencer interactivity and group purchasing on the relationship between product characteristics and brand attachment. A survey was conducted with 400 MZ and Millennial consumers who had purchased influencer collaboration products in the past year. Findings revealed that originality, aesthetics, and symbolism of influencer collaboration products significantly impacted brand attachment, whereas scarcity did not. Perceived risk negatively affected brand attachment, while brand attachment positively influenced product attitude, which in turn impacted purchase intention. Interactivity with influencers did not moderate effects of product characteristics (originality, aesthetic, scarcity, symbolism, perceived risk) on brand attachment. However, group purchasing situations significantly moderated the influence of scarcity on brand attachment. This research provides academic contributions to influencer marketing and practical insights for enhancing brand attachment and purchase intention through influencer collaboration strategies.

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