| 1. I tend to enjoy watching product reviews by influencers on Youtube. | –1.5 | 0.8 | 0.7 | –1.3 |
| 2. I tend to enjoy watching beauty tips and ‘how to ~’ contents uploaded by influencers on Youtube. | –1.7 | 1.3 | –0.0 | –1.3 |
| 3. I think that Instagram is better than Youtube for getting shopping information. | –0.1 | –1.3 | –1.3 | 1.2 |
| 4. I usually follow the influencers of my interests rather than following my friends on Instagram. | –0.7 | –0,5 | –1.0 | –1.3 |
| 5. I tend to place more trust in the product/service information provided by influencers than in those provided by companies (or brands). | –1.3 | –0.3 | 0.5 | 1.2 |
| 6. I have more trust in the product/service information provided by the influencers who became famous in Youtube or Instagram than in those provided by the celebrities who are wellknown to the public, like singers or actors. | –1.2 | –0.1 | 0.2 | –1.3 |
| 7. I do not like celebrities or influencers who excessively expose sponsored products/services in their own social media (SNS). | 1.4 | –1.4 | 0.2 | –0.7 |
| 8. I think that the information on SNS provided by ordinary people, even though they are not influencers, affects me when I purchase or use products/services. | 0.4 | 1.4 | 1.9 | –1.1 |
| 9. I do not tend to perceive the promotion of products/services as advertisements because Youtube contents have a certain viewing time and get combined with the stories told by creators. | –1.1 | –0.2 | –0.7 | 0.8 |
| 10. I tend to react negatively when I watch influencers with insufficient expertise in particular products/services explaining as if they were experts in those areas. | 0.5 | –1.3 | 1.1 | –0.6 |
| 11. I tend to react negatively if wellknown celebrities, like singers or actors, write reviews about particular products/services on Instagram because it seems to me that they are sponsored by those products/services. | 0.0 | –1.3 | –0.1 | –05 |
| 12. I think that the popularity of influencers is proportional to the number of their followers. | 0.2 | 0.5 | 0.3 | –0.1 |
| 13. If there are products that I become interested in among the products introduced by influencers, I tend to decide whether to purchase them after visiting the store and experiencing them. | 0.1 | –0.7 | 0.3 | –0.6 |
| 14. I prefer to purchase products using the promotion codes (recommender’s codes) provided by influencers. | –1.3 | –0.4 | –1.5 | –1.2 |
| 15. I tend to be generally satisfied after I use the products or visit famous places or restaurants introduced by influencers. | –0.9 | –0.2 | –1.1 | –0.8 |
| 16. I do not entirely trust influencers’ evaluations because I think that they are people who advertise particular brands or places with some compensation. | 1.6 | –0.5 | –1.4 | –0.1 |
| 17. I think I become more eager to experience or purchase something if I watch the photos or images provided by influencers; probably because they present products/services or places in more stylish ways compared to ordinary people. | –0.4 | 1.3 | 0.1 | 0.0 |
| 18. I tend to refer more to the product/service reviews provided on SNS by ordinary people (or little-known influencers) rather than influencers. | 1.0 | 1.2 | –0.7 | 0.6 |
| 19. If I become interested in brand names (hash tags, SNS account) exposed by influencers when they present the photos of the sponsored products/services, I tend to visit those brand accounts and follow or search those products/services. | –0.5 | –1.3 | –0.0 | –0.2 |
| 20. If I find out that they upload contents on their SNS for advertising products/services without reflecting their own daily life (real experience), I might get to doubt their sincerity and dislike those influencers. | 1.1 | –1.4 | 1.3 | –1.2 |
| 21. I have the intention of purchasing products/services from companies that conduct marketing through influencers. | –0.5 | –0.1 | –0.8 | 1.1 |
| 22. I have frequent experiences of impulse-buying after watching product reviews by influencers. | –1.7 | –2.0 | –1.0 | 0.4 |
| 23. I do not think that the impact of influencers can be ignored even though there are various channels for getting information on products/services. | 1.1 | 1.0 | 1.3 | 1.1 |
| 24. I have frequent experiences of getting disadvantaged due to purchasing the products/services recommended by influencers. | –1.5 | –1.3 | –0.3 | –0.9 |
| 25. I think that influencers make an impact on the intention to purchase particular products/services based on how persuasively they explain the reviews of products/services. | 0.2 | 1.1 | 1.4 | 1.7 |
| 26. I do not think that there is much difference between socalled influencer marketing and conventional advertisements that use models in order to introduce products/services. | 0.6 | 0.7 | –0.6 | 0.4 |
| 27. I do not think that using influencers who are less known to the public, as opposed to celebrities, as advertising models is particularly effective for raising brand awareness or increasing sales of the products. | –0.5 | –0.5 | –1.4 | 1.1 |
| 28. I think that it is the influencers’ duty to announce their sponsorship accurately when they share reviews of products/services. | 1.6 | 1.6 | 2.3 | –1.0 |
| 29. I often doubt whether the reviews of products/services shared by influencers are based on their real experiences. | 0.9 | 0.4 | 0.6 | 0.7 |
| 30. I tend to become interested or purchase products/services due to getting attracted to the brand itself rather than the reviews uploaded by influencers. | 0.8 | 1.0 | 0.1 | –1.6 |
| 31. I have more trust in foreign influencers. | –1.3 | –0.3 | –1.5 | –2.1 |
| 32. I have more trust in the influencers with relatively more followers. | –0.5 | 0.4 | –0.8 | –0.3 |
| 33. I think that introducing products/services through influencers can raise brand awareness but cannot increase trust in those products/services. | 1.5 | 0.2 | 0.7 | 0.2 |
| 34. I think that if influencers get involved in sales beyond advertising products/services, then they are no different from show hosts at home-shopping channels. | 0.9 | 1.2 | –0.1 | –1.1 |
| 35. I think that influencers encourage unnecessary consumption using the mentality that people wish to imitate those they envy. | 0.0 | –0.9 | –0.7 | –0.5 |
| 36. I am worried that if influencers go so far as selling products/services, they might focus on delivering information to attract people to purchase rather than providing honest evaluations. | 1.6 | 0.9 | –0.7 | 1.0 |
| 37. If particular platforms (including Instagram, Youtube) are frequently used for brand promotion or product sales for companies or influencers, I might feel averse to using those platforms. | 0.8 | –1.1 | 0.4 | 1.1 |
| 38. I might react negatively to the brand as well as influencers if the impact of influencers is used in an excessively commercial manner. | 1.4 | –1.2 | 0.8 | 0.2 |
| 39. I think that it is a positive thing for popular influencers to launch their own brand and do their marketing. | 0.0 | 1.1 | –0.8 | 1.0 |
| 40. I tend to trust and purchase the products recommended by influencers because I frequently watch the daily life of influencers and communicate with them through Instagram or Youtube, and thus feel like their friend. | –1.8 | –0.8 | –1.5 | –0.5 |
| 41. I think that appropriate regulations (including disclosure of sponsorship, restriction of direct sales) are necessary for influencer marketing. | 0.0 | –0.1 | 1.9 | 1.0 |
| 42. I do not tend to trust brands that use influencer marketing unconditionally without building their own brand images. | 0.9 | 0.2 | 0.7 | 0.8 |
| 43. I might have difficulties in writing negative reviews for products/services recommended or being sold by the influencers with whom I have established intimacy. | 0.0 | –0.9 | –1.0 | 0.5 |
| 44. If the influencers who I like advertise particular brands, I seem to form positive images of those brands. | –0.4 | 1.4 | 0.4 | 1.9 |
| 45. I think that it is a positive strategy for a brand to launch their products in collaboration with influencers. | 0.6 | 0.8 | 0.1 | 1.7 |
| 46. I think that the priority should be given to building trust between influencers and followers (consumers) rather than the popularity of influencers in order for influencer marketing to be effective. | –0.5 | 1.5 | 1.8 | 1.6 |