평생학습인플루언서 특성이 팔로워의 평생학습참여의도에 미치는 영향: 준사회적 관계와 평생학습정보수용의 매개효과

초록

The purpose of this study was to analyze the effect of lifelong learning influencers’ characteristics (professionalism, attractiveness, and truthfulness) on followers’ intention to participate on lifelong learning mediated by para-social relationships and lifelong learning information acceptance. For the purpose, data were collected from 943 followers with the cooperation of 23 lifelong learning influencers. Statistical analyses were conducted using the data. The results were as follows. First, the more followers perceived that the characteristics of the influencers are strong, the higher the intention to participate in lifelong learning. Second, the characteristics strengthened para-social relationships, thereby promoting followers' intention to participate. Third, the characteristics of influencers promoted the intention to participate in lifelong learning through para-social relationships and acceptance of the information. Discussions were provided based on the results.

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