| dc.description.abstract | In today′s digital age, influencers have emerged as a new type of influential figures in the realm of self-media. Through the internet, social media, and video platforms, influencers swiftly establish and cultivate their online presence, attracting consumers by extensively disclosing their thoughts, feelings, and life experiences. The purpose of this study is to explore whether the self-disclosure behavior of influencers on the Instagram community platform affects consumers and subsequently influences their purchase intentions. We not only focus on influencers′ self-disclosure behavior but also delve into another crucial concept: the impact of consumers′ perceived self-consistency and perceived authenticity of influencers′ self-disclosure content on the formation of their purchase intentions. A series of experiments will be conducted, involving participants from different age groups, occupations, and Instagram users, who will be exposed to influencer posts varying in the degree of self-disclosure. Through questionnaire surveys and data analysis, the findings will validate that ＂self-consistency＂ positively influences ＂perceived authenticity,＂ ＂perceived authenticity＂ positively influences ＂purchase intentions,＂ and ＂self-consistency＂ positively influences ＂purchase intentions.＂ Moreover, perceived authenticity will mediate the relationship between self-consistency and purchase intentions. The moderating effect of ＂self-disclosure＂ on ＂self-consistency＂ and ＂perceived authenticity＂ will be examined, while the moderating effect of ＂influencer size＂ (small vs. large) on ＂self-consistency＂ and ＂perceived authenticity＂ will not be significant. Based on these research findings, it is expected that effective recommendations can be provided for the management of influencer brand image in the future, and relevant suggestions can be offered to researchers in this field.
Keywords: Self-congruity, Perceived authenticity, Purchase intention,Self-disclosure, Key Opinion Leade,Instagram | en_US |