What Makes Consumers Purchase Social Media Influencers Endorsed Organic Food Products

IF 3.4 4区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Cornell Hospitality Quarterly Pub Date : 2024-06-12 DOI:10.1177/19389655241256588

Minji Kim, Hye-Lina Kim, Zihui Ma, Sooyeon Lee

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Abstract

Given the growing interest in healthy and sustainable consumption, organic food has gained much attention from restaurants and markets aiming to achieve a competitive advantage. As a new form of word of mouth, influencers’ endorsements help organic food marketers reach and attract potential consumers. However, little is known about the persuasiveness of influencer marketing in organic food settings. Drawing on source credibility theory, this study proposes influencer credibility as the key to influencer marketing and examines its impact on consumer responses. Using data from an online survey, structural equation modeling revealed a significant and positive relationship between all credibility dimensions (expertise, trustworthiness, attractiveness, and interactivity) and perceived information quality leading to behavioral intention. Moreover, a significant moderation of herd behavior on the credibility information quality relationship was found. These findings will provide useful insights for organic food marketers in developing effective influencer marketing strategies.

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是什么促使消费者购买社交媒体影响者代言的有机食品？

鉴于人们对健康和可持续消费的兴趣与日俱增，有机食品备受旨在获得竞争优势的餐馆和市场的关注。作为一种新的口碑传播形式，影响者的认可有助于有机食品营销者接触和吸引潜在消费者。然而，人们对有机食品环境中影响者营销的说服力知之甚少。本研究借鉴来源可信度理论，提出影响者可信度是影响者营销的关键，并研究了其对消费者反应的影响。利用在线调查的数据，结构方程模型揭示了所有可信度维度（专业知识、可信度、吸引力和互动性）与感知信息质量之间显著的正相关关系，从而导致行为意向。此外，研究还发现，从众行为对可信度信息质量关系具有重要的调节作用。这些发现将为有机食品营销商制定有效的影响者营销战略提供有益的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Cornell Hospitality Quarterly Multiple-

CiteScore

8.50

自引率

2.90%

发文量

期刊介绍： Cornell Hospitality Quarterly (CQ) publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. Like the hospitality industry itself, the editorial content of CQ is broad, including topics in strategic management, consumer behavior, marketing, financial management, real-estate, accounting, operations management, planning and design, human resources management, applied economics, information technology, international development, communications, travel and tourism, and more general management. The audience is academics, hospitality managers, developers, consultants, investors, and students.