The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study on fashion brand's SNS marketing - Based on Technology Acceptance Model (TAM) -

패션 브랜드의 SNS 마케팅에 관한 연구 - 기술 수용 모델을 중심으로 -

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

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.

Keywords

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