• International Commerce and Information Review
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• v.16 no.3
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• pp.3-23
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• 2014

This study focused on causes of use reluctant intention because closed SNS was more active than open SNS was despite tremendous growth of SNS to have negative influence upon not only SNS contents suppliers but also marketing business using SNS. The survey were conducted a total of 205 participants with adult over colleague student, 197 copies that excluded questionnaire with unfaithful answer were used in the analysis, and we used path analysis of structural equation modeling. The results of modified path model showed that interactivity was influenced by value, and then affecting "trust ${\rightarrow}$ satisfaction ${\rightarrow}$ using reluctant intention" path and "satisfaction ${\rightarrow}$ using reluctant intention" path. These result reflected that interactivity have a double-edged sword and value is very important standard to make a positive of negative role of interactivity. These results suggested that interactivity was found to have influence upon not only behavioral willingness that took actions depending upon either improvisation or situation but also behavioral intention path that thought and took actions in reasonable way. The interactivity had double-edged sword to help develop SNS and to produce negative results.

• Fashion & Textile Research Journal
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• v.11 no.5
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• pp.720-731
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• 2009

The current study investigates the customer's perceived interactivity, perceived trust, and flow of the Internet shopping-mall. The TAM(Technology Acceptance Model) was applied to see the effect on the individual's attitude toward the shopping-mall via purchase intention. To fulfill the study objectives, a total of 806 questionnaires were distributed to the customers with first-hand experience with fashion merchandise in Internet shopping-mall. The judgement sampling method was employed on sample population ages from 20's to 40's over one month period. The result showed the following. First, the perceived interactivity had an effect on perceived trust, usefulness, Flow in all shopping mall types. but there was no effect in the relationship between the two-way Interactivity and the perceived usefulness in the Specialty Internet Shopping-mall model. Second, perceived trust and Flow had an effect on perceived usefulness in all shopping mall types. Third, perceived trust, usefulness and Flow had an effect on the attitude toward shopping-mall in all shopping mall types. Forth, perceived trust, usefulness, Flow and attitude toward shopping-mall had an effect on purchase intention of fashion merchandise in all shopping mall types.

• International Journal of Contents
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• v.11 no.3
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• pp.24-33
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• 2015

Against the backdrop of Habermas' theory of communicative action, we empirically analyzed the level of interactivity and narratives offered in nation-states' ministry of foreign affairs Web sites. A multiple regression analysis was performed in an attempt to identify factors affecting the level of interactivity in such Web sites. Findings revealed that the level of economic development is the sole significant factor in regards to the level of interactivity. Further, self-interested, goal-directed, and strategic purposes behind the allegedly transparent, engaging, and interactive public diplomacy were evidenced through a critical analysis of the objectives, key issues, and target publics addressed and highlighted in the public diplomacy narratives on the Web. The results suggested a possible digital divide in the interactive adoption of Web public diplomacy as well as strategic motives and interests embedded in the public diplomacy communication on the Web. This study helps increase our understanding of the paradox of public diplomacy in the digital age.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.1
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• pp.111-121
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• 2013

The purpose of this study is to investigate the effect of interactivity on consumer's affective commitment, trust, and repurchase intention according to fashion involvement and internet familiarity. The survey was limited to the respondents over 20 years old males and females living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. The questionnaire was collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed using Amos 19. The results of this study were as follows: After respondents were divided into four groups including the high fashion involvement/high internet familiarity group, the high fashion involvement/low internet familiarity group, the low fashion involvement/high internet familiarity group, the low fashion involvement/low internet familiarity group, the path model was verified according to each group. All the paths except 'affective commitment ${\rightarrow}$ repurchase intention' were accepted for the high fashion involvement/high internet familiarity group. Comparing the low fashion involvement/low internet familiarity group with the low fashion involvement/high internet familiarity group, contents-people interactivity had more influence on the relationship with internet shopping mall in high internet familiarity group while people-people interactivity had more influence on the relationship with internet shopping mall in low internet familiarity group. Also 'trust' showed stronger effects on repurchase intention than 'affective commitment'.

• The Journal of Industrial Distribution & Business
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• v.14 no.10
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• pp.11-22
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• 2023

Purpose: This study aims to investigate how brand-related user-generated content (UGC) influences consumers' brand attitude and behavioral intention in the context of the Metaverse, and the mediating role of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. Research design, data and methodology: The study was conducted using a survey with 239 questionnaires from frequent social media users in China and hypothesis testing through AMOS 26.0 structural equation modeling. Results: The findings suggest that (1) brand-related UGC positively influences brand attitude and behavioral intention through virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. (2) The study identified the fully-mediated effects of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising in the impact of brand-related UGC on brand attitude and behavioral intention. (3) The mediating pathway with the most significant impact on behavioral intention was the virtual brand experience and attitude toward the advertising, followed by the effect of the virtual brand experience, perceived information usefulness, and perceived interactivity on brand attitude. Conclusions: This study presents UGC as a new type of digital promotion that can positively impact the effectiveness of brand advertising in the Metaverse.

• Journal of information and communication convergence engineering
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• v.9 no.3
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• pp.325-330
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• 2011

Due to the wide growth and popularity of social network website, large numbers of users discover these social network sites are a place where they can be able to spend their leisure time sharing interests, sharing ideas freely, sharing personal experience, and also to search for new friends or partners. These websites give an opportunity for its users to socialize with new people and to keep in touch or reconnect with current or old friends and families across disperse continents, which traditionally replace the common traditional methods. These social network websites need accurate and careful investigations and findings on the usability issues for effective interactivity and more usability. However, little research might have previously invested on the usability of these social network websites. Therefore, we propose a new framework to study and test the usability of these social network sites. We namely call our framework "Interactivity". This framework will enable developers to assess the usability of the social network sites. It will provide an overview of the user's behavior while interacting in these social network websites. Performance of the framework will be performed using Camtasia software. This software will entirely capture the interactivity of users including the screen and the movements, which the screen and the motion of the user action will undergo to analysis at the end of our research.

• Journal of Fashion Business
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• v.19 no.6
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• pp.42-57
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• 2015

The purpose of this study is to examine a user-centered and interactivity-based user-participatory design that could be completed by users by helping them to better understand a diverse experience and be involved in a design process. The aspects of expression that were marked by direct user participation and subsequent interactivity in the areas of design, the arts and fashion were investigated to determine their characteristics. The kind of fashion that is characterized by interactivity is of significance in that it is variable according to the purpose of the users, it's possible to have sustained communication with them through their direct participation, and that the designer is consequently able to build a new, communicative relationship with the users as co-creators. This study found that the characteristics of interactivity through direct user participation are classified into four characteristics; One is playfulness. which offers a new experience and way to create fun and vale. Another is variability, which is changeability of form; the third is the convergence of technology and function. Lastly, the fourth is virtuality. This is to embody images in virtual space.

• The Research Journal of the Costume Culture
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• v.21 no.6
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• pp.891-906
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• 2013

In this study, we identified the factors of perceived interactivity and verified the path model of effects of these factors on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. To develop the conceptual model, we consulted the related precedent studies and searched various kinds of literatures. To verify the conceptual model, we conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows. Control, responsiveness and two-way communication, and contextual offer were identified as the factors of perceived interactivity. Perceived interactivity and perceived ease of use had positive effect on perceived usefulness. Perceived usefulness affected attitude toward purchase, and attitude toward purchase influenced positively on purchase intention. Perceived usefulness affected purchase intention directly as well as indirectly through attitude toward purchase. Based on the results, we proposed the marketing strategies for mobile fashion shopping businesses.

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.58-67
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• 2007

The popularity of communities on the Internet has captured the attention of marketing professionals and more consumers are involved in online activities of fashion brands. The primary purpose of this research was to explain the process of how online interactivity influence members' relational market behavior. Subjects of this study were male and female members of online communities of fashion brands. Online survey data were obtained from 416 respondents. Empirical findings of this study were suggestive of two types of interaction in fashion online communities: community-customer interaction and customer-customer interaction. Fashion online community customers' relational market behavior (word of mouth and repurchase intention) was significantly influenced by both types of interactivity. The influence of interactivity on relational behavior was stronger for word of mouth intention than for repurchase intention. This study highlights the importance of interactivity in cyberspace as well as relational market behavior and contributes to e-relationship marketing strategies of fashion brands.

• The Journal of Economics, Marketing and Management
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• v.5 no.3
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• pp.21-29
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• 2017

This study was conducted to examine the effects of interactivity, entertainment and ease of use, which are positive characteristics of SNS, on SNS using satisfaction and using reluctant intention and the roles of perceived values and trust among users in the relationships among these variables, in order to find a clue to contribution to positive use and development of SNS. For this study, a survey was performed targeting normal people in Seoul and the metropolitan area and a total of 224 effective questionnaires were acquired. Then frequency analysis, descriptive statistic analysis, correlation analysis and structural equation path analysis were carried out. As a result of analysis, interactivity and ease of use increased SNS using satisfaction and decreased using reluctant intention via trust and users' perceived values respectively. The result of analyzing the modification model showed that interactivity and entertainment directly increased SNS using satisfaction. These findings imply that SNS providers fully need to reflect the needs of consumers for interactivity, entertainment and ease of use for improving consumers' perceived values and trust. It is also concluded that consumers can enjoy positive SNS activities by increasing trust with SNS users through a positive understanding of interactivity and participation.