Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Relationship between Interactions and Needs Satisfactions in Apparel Brand On-Line Community

의류 브랜드 온라인 컴뮤니티의 상호작용성과 욕구충족의 관계

  • Hong, Hee-Sook (Dept. of Clothing & Textiles, Cheju National University) ;
  • Kim, Gi-Euk (Dept. of Clothing & Textiles, Cheju National University)
  • Published : 2005.11.01
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Abstract

The purpose of this study was to identify the relationship among the sub-dimensions of interaction and the relationship between interactions and needs satisfactions in the apparel brand online communities. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. The results were as follows: The suggested structural equation model which showed the relationship between the interactions and needs satisfaction in communities were accepted($\chi^2=63.80/df.=48/p=0.06$, GFI=0.97, AGFI=0.95, RMR=0.045, NFI=0.93, AIC=123.80). The interaction of company-consumer hads a positive influence on the interaction of consumers-consumers(H1) and the interaction of consumers-consumers had a positive influence on the interaction of consumers-company(H2). The interaction among community members had a positive influence on the satisfaction of interest needs(H3), transaction needs(H4) and relationship needs(H5) in the community. The relationship needs satisfaction had a positive influence on the interaction of members to the company(H6). Therefore, marketers in apparel company should be fully aware of reciprocal influence among types of interaction when planning marketing programs to promote each type of interaction. Furthermore, they also have to plan marketing activities to manage effective interaction.

Keywords

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