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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Intention to Use and Word-of-mouth for Fashion Social Network Service

패션 소셜네트워크(SNS) 사용의도 및 구전의도에 관한 연구 -의복쇼핑성향, 혁신제품태도와 유행선도력의 영향을 중심으로-

  • 박지영 (동덕여자대학교 패션학과) ;
  • 정성지 (동덕여자대학교 패션학과) ;
  • 전양진 (명지대학교 디자인학부)
  • Received : 2011.08.17
  • Accepted : 2011.11.25
  • Published : 2012.01.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study locates factors that affect the intention to use fashion SNS (social network service) and intention for word-of-mouth on fashion SNS. Independent variables were fashion shopping orientation, attitude toward innovative products, fashion leadership, and demographics. A questionnaire method was used to collect data on college students while factor analyses, multiple regression, $x^2$ analyses, and Pearson correlation coefficients were applied in analyzing data. Factor analyses resulted in four factors for fashion shopping orientation, three on attitude toward innovative products and two on fashion leadership. Multiple regression analyses showed that information compatibility of attitude toward innovative products had a significant impact on two models of intention to use fashion SNS and two models of intention for word-of-mouth on fashion SNS. Opinion leadership and gender were significant factors for two models of intention to use fashion SNS, which means that women are likely to have more intention to use fashion SNS. Meanwhile, fashion innovativeness was found to be a significant factor on two models of intention for word-of-mouth on fashion SNS. Shopping orientation factors were not important for any model. $x^2$ analyses showed that women rather than men wanted more information on online fashion shows, general fashion information, and user participation programs. Fashion major students wanted more information on online fashion shows and user participation programs than non-fashion major students.

Keywords

References

  1. Blacwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed.). Mason, Ohio: South-western Thomson Learning.
  2. Choi, Y. J. (2010). The effect of conspicuous consumption and fashion leadership on benefit seeking and brand royalty of luxury goods. Unpublished master's thesis, Konkuk University, Seoul.
  3. Choi, G. A., & Jeon, Y. J. (2007). Consumer satisfaction and intention to revisit internet shopping sites-Total shopping sites vs. fashion specialty sites-. Journal of the Korean Society of Clothing and Textiles, 31(2), 300-307. https://doi.org/10.5850/JKSCT.2007.31.2.300
  4. Gladwell, M. (2005). Tipping point. Seoul: 21 Century Books.
  5. Ha, O. S., & Shin, H. W. (2001). Shopping behavior, attitude and characteristics of internet clothing shoppers. Journal of the Korean Society of Clothing and Textiles, 25(1), 71-82.
  6. Jeon, Y. J., & Sung, H. W. (2008). How do internet fashion shoppers and non-shoppers differ?-Emphasis on their fashion shopping orientation and shopping site attitude-. Journal of the Korean Society of Clothing and Textiles, 32(9), 1387-1396. https://doi.org/10.5850/JKSCT.2008.32.9.1387
  7. Jung, J. E., & Chung, S. J. (2004). Fashion shopping orientation and risk perception of internet fashion consumers. Design Forum 21, 6, 3-18
  8. Kaiser, S. (1997). The social psychology of clothing: Symbolic appearances in context. New York: Fairchild Books Pub.
  9. Ki, C. H. (2007). A study on the purchasing behavior in internet shopping malls relating to fashion leadership. Unpublished master's thesis, Ewha Womans University, Seoul.
  10. Kim, J. Y. (2011). Purchasing behavior and attitudes of Korean females toward global SPA brand products as determined by their shopping orientation. Unpublished doctoral dissertation, Kyung Hee University, Seoul.
  11. Kim, M. J. (2011). Study on online and offline relationship of smart phone SNS users: Focused on Twitter. Unpublished master's thesis, Ewha Womans University, Seoul.
  12. Kim, S. H., & Rhee, E. Y. (2004). A documentary study to determine the concept of clothing shopping orientation. Journal of the Korean Society of Clothing and Textiles, 28(3/4), 472-482.
  13. Kim, S. H., & Rhee, Y. S. (2001). A study on the relationship between the fashion leadership and the characteristics of the shopping-related behavior. Journal of the Korean Society of Clothing and Textiles, 25(1), 162-172.
  14. Kim, S. S., & Rhee, E. Y. (2003). The study about apparel shopping behavior types of internet shopper. Journal of the Korean Society of Clothing and Textiles, 27(9/10), 1036-1047.
  15. Korean Facebook user, 3.8 million. (2011, January 21). Beta News. Retrieved May 15, 2011, from http://www.betanews.net
  16. Lee, H. Y. (1987). 유행선도력 예측변인에 대한 연구 [A study on predicting variables of fashion leadership]. Unpublished master's thesis, Seoul National University, Seoul.
  17. Lee, S. A. (2000). 홈쇼핑 의류제품 구매자의 쇼핑성향과 충동 구매에 관한 연구 [A study on shopping orientation and impulse shopping of fashion homeshopping consumers]. Unpublished master's thesis, Sookmyung Women's University, Seoul.
  18. Lim, J. W., Kim, J. I., Hong, S. T., & Lee, Y. J. (2006). Consumer behavior (3rd ed.). Seoul: Gyungmunsa.
  19. Nae, G. Y. (2010). Study on use motivation and gratification of mobile SNS users-Centering on Twitter and Me2day-. Unpublished master's thesis, Seogang University, Seoul.
  20. New era spread. (2010, April 8). Edaily News. Retrieved May 15, 2011, from http://www.edaily.co.kr
  21. Park, E. J., & Gang, E. M. (2005). Effects of shopping mall attributes and shopping values on online purchase intentions. Journal of the Korean Society of Clothing and Textiles, 29(11), 1475-1484.
  22. Park, E. J., Kang, E. M., & Ha, M. J. (2005). A study on iInternet fashion shopping mall environments and purchase intention by shopping orientation. The Research Journal of the Costume Culture, 13(4), 564-575.
  23. Park, J. Y. (2008). A study on effects of consumers' clothing shopping orientations on attitudes towards advertisements and intention to buy jeans according to types of fashion magazine advertisements. Unpublished master's thesis, Dongduk Women's University, Seoul.
  24. Rhee, E. Y. (1999). Fashion marketing. Seoul: Gyomunsa.
  25. Rogers, M. (1995). Diffusion of innovations (4th ed.). New York, NY: The Free Press.
  26. Song, W. Y., & Lee, M. H. (2001). A study on the clothing purchasing behavior in internet shopping and its relation to life style. The Research Journal of the Costume Culture, 9(4), 602-615.
  27. Suh, H. K. (2010). Clothes shopping orientation and satisfaction with clothes of consumers using SPA brands. Unpublished master's thesis, Sookmyung Women's University, Seoul.
  28. Sung, H. W., & Jeon, Y. J. (2005). A study on Korean golfers' sun protective behavior and their intention to buy UV-protective clothing. Journal of the Korean Society of Clothing and Textiles, 29(1), 189-197.
  29. Won, O. Y. (2009). An empirical investigation of SNS websites: quality factors, user satisfaction, intention of continuous use, and intention of words-of-mouth. Unpublished master's thesis, Inha University, Incheon.
  30. Yoo, J. (2011). A study on factors influencing intentions to use mobile SNS (Social Network Service). Unpublished master's thesis, Chungnam National University, Daejeon.

Cited by

  1. The Effect of Message Construal Level, Temporal Distance and Consumer's SNS Self-efficacy on Consumers' Attitude Toward SNS Fashion Advertisements vol.16, pp.2, 2015, https://doi.org/10.6115/ijhe.2015.16.2.11
  2. The effects of clothes shopping orientation and perceived risk on purchase intention in social commerce vol.23, pp.3, 2015, https://doi.org/10.7741/rjcc.2015.23.3.384
  3. Influences of channel assessment on the usage levels of multi-channels by product category in decision making process for purchasing fashion products vol.24, pp.6, 2016, https://doi.org/10.7741/rjcc.2016.24.6.803
  4. Motivations and Characteristics of Hashtag Users vol.19, pp.6, 2015, https://doi.org/10.12940/jfb.2015.19.6.112
  5. The Effects of Individualism-Collectivism Propensity, Social Capital, Participation Activity of Social Network Service Users on Fashion Brands Relationship Orientation vol.19, pp.2, 2017, https://doi.org/10.5805/SFTI.2017.19.2.194
  6. The Study of Segmentation of Internet Fashion Information Users and Diffusion Outcomes: Application of a Use-Diffusion Model vol.37, pp.6, 2013, https://doi.org/10.5850/JKSCT.2013.37.6.725
  7. Consumers’ perceptions of interactive digital signage in a fashion store vol.26, pp.6, 2018, https://doi.org/10.29049/rjcc.2018.26.6.836