Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Impact of Social Media Engagement and Content Characteristics on Fashion Consumption Propensity

  • Park, Min-Sook (Department of Distribution Management, Catholic University of Pusan) ;
  • Moon, Min Kyung (School of Business, Pusan National University) ;
  • Moon, Yunji (Department of Management Information Systems, Catholic University of Pusan)
  • Received : 2019.11.05
  • Accepted : 2019.11.30
  • Published : 2019.12.31
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Abstract

Social media are used as a tool which is suitable for delivering various images emotionally in the area of fashion. How deeply consumers are led by the brands to be engaged in the brands' SNS, how often they visit SNS and gain information, how much empathy they elicit from visitors with their contents and how continuously brands provide up-to-date information are the important factors to raise consumers' fashion consciousness and draw out their fashion consumption to express themselves. Therefore, this study aims to explore the effect of social media engagement and contents characteristics on fashion consumption tendency and purchase intention. In order to verify the research question, study makes analysis centering on the 2 × 2 × 2 MANCOVA model to draw out results of the differences among groups. As a result of analysis, this study verifies the difference between the effect of social media engagement on purchase intention and the effect of interaction of three variables on fashion consumption propensity and purchase intention and summarizes the implications.

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References

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