• Asia Marketing Journal
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• 제19권2호
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• pp.1-24
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• 2017

This article empirically examines the relationship between values, consumer innovativeness, online opinion leadership, and new product adoption behavior utilizing wearable technology as the overall unit of analysis. The authors analyze data collected from SNS users who possess one or more wearable devices using a structural equation modeling approach to examine the direct effects. Moreover, a bootstrapping approach is adopted to explore the indirect effects between the constructs. The results indicate that consumers who value stimulation and hedonism are more inclined to possess stronger consumer innovativeness. Consumer innovativeness also positively influences online opinion leadership, ultimately leading to the faster adoption of new products. The mediating effect of consumer innovativeness between the value stimulation and online opinion leadership is also confirmed. In addition, although consumer innovativeness has no direct effect on new product adoption behavior, it does have an indirect, mediating effect through online opinion leadership.

• 한국의류학회지
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• 제20권4호
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• pp.620-630
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• 1996

This study identified overlap of male innovativeness and of opinion leadership across product class. Product class include clothing, hairstyle and cosmetics, small electronic appliances, large electronic appliances, interior supplies, sports and leisure supplies, and cars. 423 male adults working in Seoul area was surveyed using questionnaire. Results of statistical analysis supported that innovativeness and opinion leadership are not monomorphic but polymorphic across product class. Higher degree of overlap and higher degree of correlationship of innovativness and of opinion leadership exist across product class which share similar characteristics such as clothing-cosmetics, small electronic appliances-large electronic appliances. Innovative communicator ranged from 5.0% to 11.4% in which percentage of innovative communicator was highest in the case of clothing purchase.

• 한국의류학회지
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• 제21권1호
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• pp.67-81
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• 1997

The main purpose of this study was to compare the characteristics of male innovators and of male opinion leaders across product categories in terms of personality, attitudes, social participation, media usage patterns and demographic aspects. Six product categories such as clothing, cosmetics, small electronic appliances, medium-large electronic appliances, interior supplies and sports-leisure goods was used. A valid and reliable self-report scale was used to measure innovativeness and opinion leadership for 423 male adults living in social area Analyses showed that venturesomeness is the most common characteristics between innovators and opinion leaders across product categories. Innovators showed higher tendency of narcissism while opinion leadership showed higher cosmopolitainsm. Common charateristics of innovators and of opininion leaders of both clothing and cosmetics are cosmopolitanism, narcissism, exhibitionism, venturesomeness. The degrees of social participation and media usage patterns were different according to product categories for both innovators and opinion leaders. The implications of these findings for diffusion theory and merchandising were discussed.

• 한국의류학회지
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• 제24권4호
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• pp.549-559
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• 2000

In a few studies about product involvement there was confusion in the construct of involvement especially in association with importance. Due to the confusion of the construct unanticipated and inconsistent results were reported in some cases. So this study was mainly to identify the relationship between clothing importance and clothing involvement and also investigated the casual relationships among consumers n, value, clothing importance, clothing involvement fashion opinion leadership, and shopping behavior. The data were collected from 429 female adults using questionnaire, and were analysed with actor and path analysis. Results can be summarized as follows. First, clothing importance was the separate concept from clothing involvement, though they were closely related. Second. it was revealed that the main casual path was valuerlongrightarrowclothing importancelongrightarrowclothing involvementlongrightarrowfashion opinion leadership, shopping preference, shopping frequency, and shopping time. On the whole, the affective dimension of clothing involvement mainly affected them, and consumer's age negatively affected fashion opinion leadership and shopping behavior.

• 대한가정학회지
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• 제34권5호
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• pp.223-234
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• 1996

This paper intends to examine the relationship between the consumer's enduring involvement toward clothing product, fashion innovativeness, and fashion opinion leadership. Specific purposes of the study are: 1) to identify dimensions of the enduring involvement toward clothing based on the theoretical framework; 2) to find out the effects of clothing involvement on fashion innovativeness and fashion innovativeness,m fashion opinion leadership, and demographic variables. The Likert Type questionnaires were used to measure clothing involvement, fashion innovativeness, and fashion opinion leadership. Samples of 389 women(college students, career women, housewives) living in Taegu area were analyzed by factor analysis, Pearson's correlations, t-test, and multiple regression analysis. Main results of the study are as follows: 1) Concept of the enduring involvement toward clothing is composed of five dimensions: fashion, importance, pleasure, self-expression, and perceived buying risk. 2) The clothing involvement is found to have significant influences on fashion innovativeness and fashion opinion leadership. 3) The relationships between the clothing involvement, age, educational level, and marital status are found to be statistically significant.

• 디지털융복합연구
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• 제11권5호
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• pp.201-209
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• 2013

본 연구는 마이크로블로깅 서비스의 하나인 페이스북의 바이럴마케팅 활용 전략에 대한 연구이다. 페이스북은 관계 지향적 매체로서 기존의 전통미디어에 활용했던 광고 및 PR형식과는 차별적인 마케팅 커뮤니케이션 전략이 요구된다. 본 연구에서는 페이스북에 의견지도자가 존재할 것이라는 가정 하에서 제품관련 의견지도력이 높은 이용자와 그렇지 않은 이용자 간에 커뮤니케이션 패턴에 차이를 살펴보았다. 페이스북 이용자를 대상으로 설문을 실시하였고, 응답자는 총 113명이었다. 연구결과 제품관련 의견지도력이 높은 사람은 의견지도력이 낮은 사람에 비해 페이스북상에서 커뮤니케이션 패턴이 보다 적극적인 것으로 나타났다. 페이스북에서 제품관련 의견지도자의 발견 및 커뮤니케이션 패턴 분석은 마케팅 전략 중에 종자 소비자를 구분하는데 매우 유용할 것으로 기대된다.

• 디지털융복합연구
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• 제12권8호
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• pp.67-76
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• 2014

본 연구에서는 한국과 미국 대학생들을 대상으로 페이스북에서의 상품의견지도력과 커뮤니케이션 활동을 조사하였다. 기존에 수집된 한국 대학생 자료를 바탕으로 미국 대학생의 페이스북 이용과 관련한 자료를 추가로 수집하여 분석함으로써 한국과 미국 상품의견지도자의 특성을 비교하였다. 본 연구의 연구 방법으로 온라인 설문을 실시하였으며, 미국 두 개 대학에서 일차자료를 수집하였고, 한국의 이차자료를 이용하였다. 연구결과 의견지도력에 있어서 한국 남학생보다 미국 남학생이 높은 것으로 나타났다. 한국 대학생의 경우 상품의견지도력이 능동적 수동적 커뮤니케이션 활동과 유의미한 관계가 있는 것으로 나타난 반면, 미국 대학생의 경우 상품의견지도력은 수동적 커뮤니케이션 활동에만 유의미한 연관성이 있는 것으로 나타났다.

• Journal of Information Technology Applications and Management
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• 제20권2호
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• pp.127-146
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• 2013

The online social networking services (SNS) have been growing as the means of communication. In this study, we investigated word-of-mouth (WOM) effect under the SNS environment and evaluated the impact of message sender's influence on the WOM effect. Especially, this study focused on the betweenness centrality calculated through the social network analysis (SNA) of SNS network information, and proposed it as the measure of WOM message sender's influence, SNA may provide more accurate and objective measures than subjective self-reporting survey method. Fifty-one Facebook users responded to each of their four Facebook friends, who had been selected based on their betweenness centrality, Statistical analyses were performed using the responses and the betweenness centralities of the Facebook friends. The results showed that the direction (positive vs, negative) of a WOM message in SNS had an impact on the attitude of the message receiver toward the product. Moreover, the betweenness centrality of the message sender as well as his/her opinion leadership had a moderating effect on the WOM effect. Opinion leadership is a measure that has been frequently used for indicating the influence of WOM message sender in the previous studies. Considering the result that the betweenness centrality of the message sender was Significantly correlated to his/her opinion leadership, the betweenness centrality can be used for indicating the influence of WOM message sender.

• 한국의류학회지
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• 제22권6호
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• pp.793-803
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• 1998

Since most clothing research has still centered around buying behavior, the importance of consumer behavior which exists outside the purchase context has been neglected. This orientation focusing solely on purchase-related processes is deficient as it cannot account for consumer behavior that is recreational or that occurs without a recognized consumption need. In this vein, clothing browsing behavior can be a significant variable that has effects on clothing purchase-related variables. So to speak, browsers do make purchases at times; delayed-action purchases, impulse purchases and browsers may provide other less informed people with product information. In this study, we used definition proposed by Bloch and Richins(1983), which defines non purchase shopping(browsing) as 1,he examination of merchandises of a store for recreational or informational purposes without a current intention to buy. The specific objectives of the study were to identify the dimensions of clothing non -purchase shopping and to determine the causal relationship among clothing involvement, non-purchase shopping, impulse buying, purchase quantity, opinion leadership. The questionnaire method was used and 366 questionnaires were analyzed. Results can be summarized as follows. First, the non-purchase shopping was divided into two dimensions such as recreational non-purchase shopping and informational non-purchase shopping Of the two dimensions, recreational dimension explained the greater part than informational one. Second, it was revealed that clothing involvement was strongly positively related to non-purchase shopping, which influenced considerably on impulse buying, purchase quantity, and opinion leadership. In other words, clothing non-purchase shopping behaivor is very significant concept of clothing product category and has considerable effects on clothing buying though it occurs independently of purchase, so it seems that much more concern will be needed on this concept.

• 한국의류학회지
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• 제10권2호
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• pp.51-57
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• 1986

This study was attempted to investigate the relationship between fashion leadership and self-confidence. Self-confidence was measured with Kim's Personality Scale, and fashion leadership was assessed with Hirschman and Adcock's questionnaire. These questionnaires were administered to 412 unmarried women in Taegu. For statistical analysis, the Pearson's Product-moment correlation coefficients, F-test, and Scheffe test were used. The results were as follows: 1. There was highly significant relationship between fashion opinion leadership and fashion innovativeness. 2. There was significant positive relationship between fashion leadership and self-confide-rice. 3. There was significant difference in self-confidence between innovative communicators and non-innovative communicators.