한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제16권2호
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  • Pages.208-217
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  • 2014
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
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온라인 커뮤니티 특성이 커뮤니티 신뢰 및 정보수용 행동에 미치는 영향 - 20~30대 미혼 여성의 온라인 웨딩 커뮤니티를 중심으로 -

Impact of Online Communities' Characteristic on Community Trust and Information Acceptance - Focus on Online Wedding Communities for Unmarried Females in their 20s and 30s -

  • Lee, Eun Jin (Dept. of Textiles & Clothing, Seoul National University) ;
  • Choo, Ho Jung (Dept. of Textiles & Clothing, Seoul National University) ;
  • Lee, Mi Ah (Dept. of Textiles & Clothing, Seoul National University)
  • 투고 : 2013.05.18
  • 심사 : 2014.03.13
  • 발행 : 2014.04.30
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초록

This study focuses on analyzing a subset of consumer activities (especially social medium) in their wedding preparation. The focus of this study is on wedding online communities and understanding the impact of communities on selective behavior for information-acceptance. Data was compiled based on female consumers in their 20s and 30s who actively participate in online community forums. It included female consumers preparing for their weddings and individuals interested in weddings. A total of 211 questionnaires were collected from January $10^{th}$ to $23^{rd}$ in 2012. The online communities were identified from Naver, Yahoo, and online search portals; subsequently, they were rank-sorted based on number of members, visitors, and forum posts. We identified four different characteristic based on the findings from the analysis of on-line wedding communities. The characteristic of these communities were divided into sharing experience, functionality of the webpage, informativeness, and interactivity; consequently, use of these online communities is based on trust and significant personal relationships between the members online. Out of the four different community characteristics, sharing experience was found to have a greater impact for the selective behavior of wedding dresses and information- acceptance than the functionality of the webpage, interactivity, and informativeness. We conclude that trust in information provided by members with marriage process experience is the foremost important factor in the behavior of individual consumers wit iexplore.exe -extoff hout marriage process experience. Therefore, the impact of these online communities catering to would-be brides is based on the trust of posters and how well it is articulated.

키워드

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