Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Characteristics in Fashion Social Commerce Sites and SNS Subjective Norm on Consumer Attitudes towards Social Commerce and Purchase Intention of Fashion Products

패션 소셜커머스의 사이트 특성과 SNS 주관적 규범이 소셜커머스 태도 및 패션제품 구매의도에 미치는 영향

  • Cho, Yunjin (Dept. of Textile Design, Gyeongnam National University of Science and Technology) ;
  • Yang, Heesoon (Dept. of Clothing & Textiles, Seoul National University)
  • 조윤진 (경남과학기술대학교 텍스타일디자인학과) ;
  • 양희순 (서울대학교 의류학과)
  • Received : 2012.08.09
  • Accepted : 2012.11.19
  • Published : 2012.11.30
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Abstract

This study investigates the effect of site characteristics in fashion social commerce and SNS subjective norms on the attitude of consumers towards social commerce and their purchase intentions for fashion products. In addition, this study tests consumer responses through a comparison of a group purchase mall versus a private mall. Respondents are limited to consumers aged 20 to 39 who have recently purchased fashion products through social commerce over the last month. Four hundred samples were used for the final analysis. Descriptive statistics, Cronbach's alphas, a confirmatory factor analysis, and a structural equation modeling analysis were conducted. The results are as follows. Product value, convenience and SNS subjective norms without trust significantly influenced the consumer attitude towards social commerce, and the attitude of consumers positively influenced the purchase intentions of fashion products. In the group purchase mall, only convenience affected the attitude of consumers; in the private mall, product value, convenience and SNS subjective norm had an effect on the attitude of consumers. In addition, the SNS subjective norm positively influenced purchase intentions directly as well as indirectly. Social commerce ought to offer product value and create a simple and convenient design to raise the purchase intentions of fashion products; in addition, they should use SNS functions to inform consumers of social commerce. It is imperative to implement different marketing strategies according to social commerce type.

Keywords

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