Advances in Economics, Management and Political Sciences

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Proceedings of the 6th International Conference on Economic Management and Green Development (ICEMGD 2022), Part Ⅱ

Series Vol. 4 , 21 March 2023

Open Access | Article

How Influencer Attributes Influence Healthy Behavior Intention

Haosen Zhong * 1 , Chu—yuan CHEN 2 , Silin Zhu 3 , Yiu Sui Chung 4 , Yuqing Su 5
1 Department of business, Nanjing University, Nanjing, 210008, China
2 Asia European Business School, East China Normal University, 200241, China. Emlyon Business School,42009, France
3 Alliance Manchester Business School, The University of Manchester, Manchester, M15 6PB, United Kingdom
4 Emory College of Arts and Sciences, Emory University, Atlanta, 30322, United States
5 TUM School of Management, Technical University of Munich, Munich, 80333, Germany

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 4, 193-206
Published 21 March 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Haosen Zhong, Chu—yuan CHEN, Silin Zhu, Yiu Sui Chung, Yuqing Su. How Influencer Attributes Influence Healthy Behavior Intention. AEMPS (2023) Vol. 4: 193-206. DOI: 10.54254/2754-1169/4/20221053.

Abstract

Since fitness influencer has begun to impose their impact on audience through various media, it raises a question about what attributes may get these influencers more appealing to their audience. To delve into such question, this paper constructed a theory model invovling three-dimension attributes, perceived value and the behavior intention based on S-O-R theory. After conducting analyses such as structural equation model analysis on the collected data from the survey, we are positive that there is a positive relationship between these three concepts. In other words, influencer’s certain attributes does arouse audience intention to follow such a healthy lifestyle through their perceived value.

Keywords

Influencer Marketing, S-O-R Theory., Perceived Value

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 6th International Conference on Economic Management and Green Development (ICEMGD 2022), Part Ⅱ
ISBN (Print)
978-1-915371-17-1
ISBN (Online)
978-1-915371-18-8
Published Date
21 March 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/4/20221053
Copyright
21 March 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated