Impact of Social Media Engagement and Content Characteristics on Fashion Consumption Propensity

다국어 초록 (Multilingual 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.

참고문헌 (Reference)

1 박혜정, "패션의식, 에코 패션 소비결정, 지속적 탐색행동, 쇼핑 즐거움이 패스트 패션 브랜드 구매태도에 미치는 영향" 한국의상디자인학회 16 (16): 111-126, 2014

2 고전미, "패션 브랜드 이미지 기반 SNS가 플로우, 브랜드 태도에 미치는 영향 : 즐거움 감정의 매개변수를 중심으로" 한국의류산업학회 16 (16): 908-920, 2014

3 Dutta-Bergman, M. J., "The values and lifestyles of idiocentrics and allocentrics in an individualist culture : A descriptive approach" 12 (12): 231-242, 2002

4 Green, M., "The role of transportation in the persuasiveness of public narratives" 79 (79): 701-721, 2000

5 Iyer, R., "The fashion conscious mall shopper : An exploratory study" 20 (20): 42-53, 2010

6 Nirmala, R. P., "The effects of shopping orientations, consumer innovativeness, purchase experience, and gender on intention to shop for fashion products online" 13 (13): 65-83, 2011

7 Escakas, J. E., "Sympathy and empathy: Emotional responses to advertising dramas" 29 : 566-578, 2003

8 Clement, J., "Statista, Instagram: mostfollowed fashion brands 2017"

9 Goldsmith, R. E., "Social values and female fashion leadership: A cross‐cultural study" 10 : 399-412, 1993

10 오미현, "SNS 특성에 의한 패션제품 소비자태도가 구매의도 및 온라인구전에 미치는 영향" 한국패션디자인학회 14 (14): 101-120, 2014

11 Takahashi, T., "My space or mixi? Japanese engagement with SNS(social networking sites)in the global age" 12 (12): 453-475, 2009

12 Yang, S., "Measuring blog engagement: Testing a four-dimensional scale" 35 (35): 323-324, 2009

13 Angella Jiyoung Kim, "Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention" 한국마케팅과학회 1 (1): 164-171, 2010

14 Shim, S., "Hispanic and Native American adolescents: An exploratory study of their approach to shopping" 72 (72): 307-324, 1996

15 Voorveld, H., "Engagement with social media and social media advertising : The differentiating role of platform type" 47 (47): 38-54, 2018

16 Calder, B. J., "An experimental study of the relationship between online engagement and advertising effectiveness" 23 (23): 321-331, 2009

17 Wang, A., "Advertising engagement: A driver of message involvement on message effects" 46 (46): 355-368, 2006