Recently, general people posting vlog on newly shopped fashion and cosmetics items are gaining popularity, and it is growing more common to get consumer reviews or opinion through vlogs. In this paper, we examine the effect of vloggers’ attributes (i.e., attractiveness, expertise, trustworthiness) depending on the types that the vlogs expose certain products in videos. Also we find out how emotional bond between vloggers and viewers affect the relationships of vlogger’s attributes with content sharing intention and attitude towards products. Based on the results of one-way ANOVA, multiple regression analysis, and moderated regression analysis, we could enhance the understanding of vlog and vloggers’ role in retail. Also, we applied para-social interaction to find out how emotional bond between vloggers and viewers affect their perception. This research implies the need of understanding vlog as a form of marketing mix that fashion retailers can utilize.

中文翻译：

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时尚vlogger属性对产品态度和内容共享的影响

近来，在新购买的时尚和化妆品上发布视频博客的老百姓越来越受欢迎，通过视频博客获得消费者评论或意见的情况越来越普遍。在本文中，我们根据视频博客在视频中展示某些产品的类型，研究视频博客的属性（即吸引力，专业知识，可信赖度）的影响。此外，我们还发现了vlogger与观看者之间的情感纽带如何影响vlogger属性与内容共享意图和产品态度之间的关系。基于单向方差分析，多元回归分析和温和回归分析的结果，我们可以增强对vlog的了解以及vlogger在零售中的作用。此外，我们应用了半社交互动，以了解视频博客和观众之间的情感纽带如何影响他们的感知。