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

The Korean Society of Clothing and Textiles (한국의류학회)
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Influence of Perceived Social Distance of SNS Visual Information on Consumers' Fashion Style Preferences

SNS에서 제공되는 시각적 정보의 사회적 거리가 패션 스타일 선호에 미치는 영향

  • 심혜령 (고려대학교 대학원 생활과학과) ;
  • 최미영 (덕성여자대학교 의상디자인학과) ;
  • 이윤정 (고려대학교 대학원 생활과학과)
  • Received : 2018.02.05
  • Accepted : 2018.04.04
  • Published : 2018.04.30
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Abstract

This study analyzed the influence of social distance and visual information on consumers' fashion style preferences in terms of information characteristics and providers. Data were collected from 521 females in their twenties and thirties who had experience using SNS. The empirical study results were as follows. First, with other factors of exposure under control, the social distance of information characteristics and providers showed a significant impact on fashion style preferences only when social distances were close. Second, the impact of social distance varied depending on the consumer's characteristics. This proved that innovation had significant negative influences, while conformity and informational sensitivity to others showed positive influences on the effects of social distance in terms of information characteristics. Innovation and fashion leadership also showed a negative influence on the social distance effect in terms of information providers. Third, conformity, informational sensitivity to others, and fashion leadership, proved to have a significant impact on the acceptance of eWOM in fashion styles, but innovativeness and normative sensitivity to others did not have a significant influence. This study can be used as baseline data in SNS marketing strategies for vitalizing information spread through eWOM.

Keywords

References

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