This study aims to examine how the marketing characteristics of Wanghong (Chinese internet influencers) influence Chinese consumer attitudes and purchase intentions toward fashion products. Specifically, it investigates how the factors of expertise, trustworthiness, and attractiveness play a critical role in shaping consumer behavior in the digital marketing landscape. The study employed a survey-based quantitative approach, collecting data from 272 Chinese consumers engaging regularly with Wanghong marketing content. A structured questionnaire using a 5-point Likert scale was developed, incorporating validated measurement items from previous studies. The collected data were then analyzed using exploratory factor analysis, correlation analysis, and multiple regression analysis. The findings indicate that while expertise negatively influences consumer attitudes, trustworthiness and attractiveness have a positive impact. Furthermore, trustworthiness and attractiveness were found to significantly enhance purchase intention, while expertise was found to have no significant effect. Additionally, the findings showed that consumer attitudes toward Wanghong-mediated marketing play a mediating role in the relationship between Wanghong characteristics and purchase intention, with the results suggesting that consumers perceive highly knowledgeable Wanghong as distant or overly commercial, reducing their willingness to engage. In contrast, Wanghong who exhibit trustworthiness and personal appeal are more effective in driving consumer interest and purchases. These findings provide valuable insights for fashion brands aiming to optimize influencer marketing strategies in China, emphasizing the importance of relationship-driven and authenticity-focused marketing.

Abstract
I.􀀃 Introduction
Ⅱ.􀀃 Background
    1.􀀎 Wanghong
    2.􀀎 Purchase􀀎 intention
Ⅲ.􀀃 Methods
    1.􀀎 Research􀀎 questions
    2.􀀎 Measurement􀀎
    3.􀀎 Sampling􀀎 and􀀎 data􀀎 analysis
Ⅳ.􀀃 Results􀀃 and􀀃 Discussion
    1.􀀎 Analysis􀀎 of􀀎 demographic􀀎 characteristics
    2.􀀎 Exploratory􀀎 factor􀀎 analysis
    3.􀀎 Results􀀎 of􀀎 correlation􀀎 analysis􀀎
    4.􀀎 The􀀎 results􀀎 of􀀎 regression􀀎 analysis􀀎
Ⅴ.􀀃 Conclusion
References

• Yang Yang Xiong(B.S., Dept. of Clothing and Fashion Design, Kyung Hee University, Korea) | 웅양양 (경희대학교 의류디자인학과 학사)
• Yeonjung Won(Master, Department of Clothing and Textiles, Yonsei University, Korea) | 원연정 (연세대학교 의류환경학과 석사)
• Eunjung Shin(Assistant Professor, Divsion of Global Fashion Industry, Hansung University, Korea) | 신은정 (한성대학교 글로벌패션학부 조교수) Corresponding author