• 패션비즈니스
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• 제20권6호
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• pp.135-147
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• 2016

Online supporters are the group of people selected by companies for the online promotion of their products or services and focus on generating messages that are conducive to stimulating hands-on experiences with companies' products and services to create advertising effects. This study examined how reviews offered by blogs operated by fashion brands' online supporters influence consumer's brand attitudes and purchase intentions. Specifically, this study examined how brand awareness and directions of review messages influences consumers' brand attitudes and purchase intentions. This study employed a 2 (brand awareness: high awareness vs. low awareness) ${\times}$ 3 (review direction: one-sided positive, two-sided positive & negative, one-sided negative) between-subject factorial design. In total, 180 respondents participated, thus garnering 30 responses for each of the six conditions. The results of two-way ANOVA revealed the significant main effect supporters' review message direction on consumers' brand attitudes and purchase intentions. Two-sided messages were rated high for brand attitude and purchase intention compared to one-sided positive or negative or positive directions. The interactions between brand reputation and message direction were significant for brand attitude, but not for purchase intention.

• 한국의류학회지
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• 제40권6호
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• pp.1010-1024
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• 2016

This study identifies the influence of on/off-line acquaintances' recommendation messages on fashion product attitude and purchase intention on the online purchase of fashion products in two-sided word of mouth situations as well as compares the difference in influence according to bond-base with equidistance. This study was conducted for one month on university students in their 20s who were believed to be active in smartphone use. Out of the collected 174 copies of the questionnaire, 162 copies were used for analysis. The questionnaire was classified into online and offline recommendation messages of an acquaintance. We present two-sided fashion product reviews made similar to the type found in an actual shopping mall web-site. As for analysis, confirmatory factory analysis, structural equation modeling, and multi-group analysis were conducted using AMOS 19.0. The analysis results are as follows. First, on/off-line acquaintances' recommendation messages had significant influences on product attitude in the situation where two-sided reviews on fashion products were presented; however, those messages did not influence purchase intention. Recommendation messages positively increased product attitude and enhanced purchase intention if acquaintances' recommendation messages were mediated between on/off-line acquaintances' recommendation messages and purchase intention. Consequently, a mediating effect on product attitude was revealed. Second, there was no difference between online acquaintances and offline acquaintances in terms of the influence of acquaintances' recommendation messages on product attitude and purchase intention, in the situation where two-sided reviews were presented on online fashion products. Therefore, no control effect according to the type of acquaintance was confirmed.

• 국제지역연구
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• 제12권3호
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• pp.367-390
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• 2008

중국 휴대폰시장 성장은 한국 이동통신 산업에 기회와 위협을 주는 양면적인 성격을 지니고 있다. 수출시장으로서의 중요성과 함께 중국 휴대폰 산업과의 경합성도 점차 거세지고 있다. 이는 기업의 복합적인 요소를 고려한 소비자 소비성향과 구매의도 파악에 기초한 국제마케팅전략 수립의 현지화를 요구한다. 본 연구에서는 중국 진출을 계획하거나 중국에 이미 진출해 있는 한국 기업에게 전략적 시사점을 제공하는데 그 목적이 있다. 실증분석에서 가설검증 결과를 살펴보면 다음과 같다. 가설 1'기업이미지는 구매의도에 정(+)의 영향을 미칠 것이다'라는 가설이 채택되었다. 가설 2'브랜드이미지는 구매의도에 정(+)의 영향을 미칠 것이다'라는 가설도 채택되었다. 가설 3'제품속성은 구매의도에 정(+)의 영향을 미칠 것이다'라는 가설도 채택되었다. 조절변수인 인구통계학적 특성을 고려한 세 독립변수가 구매의도에 미치는 영향의 차이를 검증한 결과에서 성별, 연령이 기각되었고 학력이 부분채택 되었으며 기타 연구가설이 모두 채택된다. 실증분석에서 사용된 소비자에 대한 측정항목을 중심으로 실제에 적용 가능한 전략을 제시하였다.