Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Fashion-Related SNS Usage Motivation on Consumers' Social Comparison and Purchase Behavior - Focused on Chinese Consumers -

패션관련 SNS 이용동기가 사회비교 및 패션제품 구매행동에 미치는 영향 - 중국소비자를 중심으로 -

  • Rongxi, Sun (Dept. of Fashion Industry, Ewha Womans University) ;
  • Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
  • ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Received : 2020.12.09
  • Accepted : 2021.04.30
  • Published : 2021.04.30
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Abstract

SNS (social networking service) plays an important role in delivering information regarding fashion brands and providing a space for communication between fashion retailers and SNS users, as well as between users. This study primarily focuses on exploring the relationships among the motivation of SNS users and social comparison, clothing purchasing behaviors and the difference in the relationships according to individual characteristics. An online survey was conducted on Chinese female consumers in their 20's and 30's who had experience in fashion SNS. A total of 297 women completed online survey. The results of the study revealed that: (1) consumers who have stronger motivation of information seeking and interpersonal communication through fashion SNS reached more active upward comparison and peer comparison accordingly; (2) upward comparison had a significant effect on conspicuous consumption and bandwagon, while peer comparison had no significant effect; and (3) the self-esteem of fashion SNS users significantly moderated the effect of social comparison on conspicuous consumption and conformity consumption. This study contributed to expanding the knowledge on the relationships among the motivations of SNS users and social comparison, and shed light on Chinese SNS users' characteristics and purchasing behaviors in the fashion SNS context. This study also provides vital implications to fashion brands and retailers.

Keywords

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