복식문화연구 (The Research Journal of the Costume Culture)

  • 제26권1호
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  • Pages.82-94
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  • 2018
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
권호 표지
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중국 패션브랜드 SNS(WEIBO) 특성이 지각된 유용성, 만족도, 브랜드 충성도에 미치는 영향

The influences of the SNS(WEIBO) characteristics of Chinese fashion brands on perceived usefulness, satisfaction, and brand loyalty

  • Zhang, Jingwen (Dept. of Clothing & Textiles, Kyung Hee University) ;
  • Kim, Mi Sook (Dept. of Clothing & Textiles, Kyung Hee University)
  • 투고 : 2017.05.31
  • 심사 : 2018.02.23
  • 발행 : 2018.02.28
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초록

As the number of SNS(Weibo) users in China is growing rapidly, Chinese fashion brands are heavily dependent on SNSs as a fashion marketing communication tool. For this reason, the characteristics of SNS accounts and their influences on SNS users' responses need to be studied. Thus, the present study aimed to investigate the influences of the characteristics of Chinese fashion brands' SNS accounts(Weibo) on the perceived usefulness of and satisfaction with the SNS acount, and brand loyalty. Data were collected via a questionnaire survey of men and women living in Beijing or Shanghai aged from 18 to 49 with experience of SNSs(Weibo). After a pilot survey of 70 subjects, the preliminary questionnaire was revised and then translated into Chinese. The questionnaire translated into Chinese was back-translated into Korean to ensure the translation was correct. The final questionnaire was administered to 600 subjects. Exploratory and confirmatory factor analyses, reliability analysis, and structural equation model analysis were conducted for data analysis. The results of this study were as follows: Five factors were extracted for Weibo characteristics: interaction, information provision, information recency, information reliability, and information playfulness. The information reliability, information playfulness, and interaction of SNS accounts(Weibo) had significant influences on perceived usefulness. The information playfulness, information reliability, and information recency showed significant influences on satisfaction. The perceived usefulness exerted significant influences on satisfaction and brand loyalty. The satisfaction also had statistically significant influences on brand loyalty.

키워드

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피인용 문헌

  1. 패션매장에서의 인터랙티브 디지털 사이니지에 대한 소비자 인식 - 기술수용모델을 중심으로 - vol.26, pp.6, 2018, https://doi.org/10.29049/rjcc.2018.26.6.836