복식문화연구 (The Research Journal of the Costume Culture)

  • 제22권6호
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  • Pages.1011-1027
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  • 2014
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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패션 브랜드의 SNS 마케팅에 관한 연구 - 기술 수용 모델을 중심으로 -

A study on fashion brand's SNS marketing - Based on Technology Acceptance Model (TAM) -

  • 고아라 (이화여자대학교 대학원 의류학과) ;
  • 김선희 (김포대학교 패션디자인과)
  • Ko, Ara (Dept. of Clothing and Textiles, Graduate School, Ewha Womans University) ;
  • Kim, Sunhee (Dept. of Fashion Design, Kimpo College)
  • 투고 : 2014.10.07
  • 심사 : 2014.12.12
  • 발행 : 2014.12.31
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초록

The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.

키워드

참고문헌

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피인용 문헌

  1. Social curation as an advertising tool - Message strategy of fashion brand images on vertical SNS - vol.23, pp.3, 2015, https://doi.org/10.7741/rjcc.2015.23.3.498
  2. A study on acceptance of smart fashion products- An empirical test of an extended technology acceptance model - vol.24, pp.2, 2016, https://doi.org/10.7741/rjcc.2016.24.2.263