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From Credibility to Purchase Intentions : How Sports Influencers Drive Consumer Intentions Through Identification and e-WOM
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- 발행기관
- 부산대학교 중국전략연구소(구 부산대학교 중국연구소) 바로가기
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- 간행물
- Journal of China Studies KCI 등재 바로가기
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- 통권
- 제28권 1호 (2025.03)바로가기
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- 페이지
- pp.33-64
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A465388
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원문정보
초록
- 영어
- In digital marketing, sports influencers now play a key role in influencing consumer purchase intentions.They impact consumers' perceptions and choices of sports products with professional content and charisma. As social media use grows, their recommendations and reviews play an increasingly important role in consumers' purchasing decisions.While existing research has explored influencer marketing broadly, limited studies have examined how sports influencers’ credibility trustworthiness, expertise, and attractiveness affects consumer behavior. This study investigates the impact of sports influencer credibility on consumer purchase intentions (PI) by integrating social identity theory and electronic word-of-mouth (eWOM) dynamics as mediating mechanisms. Using survey data from 326 Douyin users in China, the study employs structural equation modeling (SEM) to test its hypotheses. Results reveal that all three dimensions of credibility positively influence PI. Furthermore, both consumer identification and eWOM significantly mediate the relationship between influencer credibility and PI. Through mediation analysis, this study finds that influencer expertise has the largest indirect impact on purchase intention via consumer identification and electronic word-of-mouth (eWOM). Also, consumer identification has a more significant mediating effect on purchase intention than eWOM. This highlights the key role of expertise and influencer identification in influencer marketing.The study extends source credibility theory by demonstrating that influencer credibility fosters identification and eWOM, which in turn drive purchase intentions. From a practical perspective, brands should prioritize influencers with high expertise and credibility, fostering deeper consumer engagement and positive eWOM. By strategically aligning their influencer partnerships with consumer identification mechanisms, marketers can enhance consumer trust and optimize influencer marketing effectiveness. This approach not only strengthens the connection between consumers and the brand but also drives purchase decisions by leveraging the influencer's authoritative status and the collective influence of community feedback.
목차
Abstract
1. Introduction
2. Literature review
2.1. Sports influencers
2.2. Sports influencer credibility
2.3. Influencer identification
2.4. Consumer identification and PI
2.5. Influencer electronic word of mouth (e-WOM)
2.6. eWOM’s impact on PI
2.7 Mediating Role of Influencer Identification
2.8. Mediating Role of Electronic Word-of-Mouth (e-WOM)
3. Method
3.1. Sample
3.2. Measure
3.3. Reliability and validity analysis
4. Results
5. Discussion
5.1 Theoretical implications
5.2 Practical implications
5.3 Limitations and future research suggestions
References
키워드
Sports Influencers Credibility Purchase Intention Consumer Identification Electronic Word-of-Mouth저자
간행물 정보
발행기관
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- 발행기관명
- 부산대학교 중국전략연구소(구 부산대학교 중국연구소) [Institute of China Strategy]
- 설립연도
- 2006
- 분야
- 사회과학>사회복지학
- 소개
- 본 연구소의 설립을 통해 우선 한중 양국 국민의 상호이해와 교류증진을 위한 인문, 사회과학적인 연구는 물론이고, 이를 통해 기업(인)이 중국에 안정적인 정착과 교류를 할 수 있는 각종 환경을 조성하고자 한다. 게다가 본 연구소는 기존의 연구소의 기능과는 달리 단순한 학술 교류에 머물지 않고 인적 교류를 통해 양국관계의 이해를 증진하고 나아가 한국과 중국의 각종 프로젝트를 적극 유치, 개발함으로써 지속적으로 재원의 창출을 도모하고자 한다.
간행물
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- 간행물명
- Journal of China Studies
- 간기
- 계간
- pISSN
- 1975-5902
- eISSN
- 3022-5590
- 수록기간
- 2006~2026
- 등재여부
- KCI 등재
- 십진분류
- KDC 912 DDC 951
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