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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Fashion Blog Features on Commitment, Satisfaction and Word-of-Mouth Intention

패션블로그의 특성이 몰입, 만족 및 구전의도에 미치는 영향

  • Hong, Byung-Sook (Dept. of Clothing & Textiles, Chung-Ang University) ;
  • Kwon, Yoo-Jin (Dept. of Clothing & Textiles, Chung-Ang University) ;
  • Lee, Jae-Wook (Dept. of Clothing & Textiles, Chung-Ang University) ;
  • Ryu, Eun-Suk (Dept. of Clothing & Textiles, Chung-Ang University)
  • Received : 2011.11.29
  • Accepted : 2012.01.30
  • Published : 2012.02.29
Download PDF
⟨ Previous Next ⟩

Abstract

This study is to understand the effects of fashion blog features on commitment, satisfaction, and Word-of-Mouth intention due to the interest shown by fashion companies on fashion blogs as new marketing communication strategies. The survey was conducted from April $23^{rd}$ to May $2^{nd}$, 2011 and all 300 respondents had visited fashion blogs. The results of this study are described below. First, the study finds that fashion blog features have five dimensions; interactivity, information reliability, convenience of information access, reputation, and intimacy. Commitment consists of behavioral commitment and emotional commitment, and satisfaction consists of two dimensions; information satisfaction and usage satisfaction. Second, behavioral commitment, is positively influenced by all fashion blog features (except for the negative effect on interactivity). Blog features have a positive impact on emotional commitment (except for negative impact on reputation). Third, information satisfaction is influenced by all fashion blog features; however, usage satisfaction is influenced only by interactivity, reputation, and intimacy. Fourth, Word-of-Mouth intention is influenced by all commitment and satisfaction dimensions. The results of this study will help fashion companies use fashion blogs as marketing communication tools.

Keywords

References

  1. Bae, S. W., Kim, W. M., & Park, I. A. (2006). A study on the structural relationship of consumers risk reduction cues and shopping familiarity with repurchase intentions at online shopping malls. Journal of Consumer Studies, 17(1), 43-71.
  2. Bae, S. Y., Hwang, S. H., Ha, S. H., & Lee, T. S. (2010). How can online sellers use blogs as online consumer review source. Proceedings of Korean Institute of Industrial Engineers, Spring Conference, Korea, 1-7.
  3. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior (10th ed.). South-Western: Thomson.
  4. Blattberg, R. C., & Deighton, J. (1991). Interactive marketing: Exploiting the age of addressability. Sloan Management Reviews, 33(1), 5-14.
  5. Cho, C. H., & Kang, B. S. (2007). An affection of blog service quality on service value and customer satisfaction: Focusing on cyworld. Journal of the Korea Society for Quality Management, 35(1), 35-51.
  6. Choi, H. J. (2000). (A) study of the effect processes on website advertising with a special emphasis on interactivity. Unpublished doctoral dissertation, Kyung Hee University, Seoul.
  7. Choi, T. G., & Park, J. W. (2007). The effect of internet interactivity on satisfaction, trust and loyalty. The Journal of Internet Electronic Commerce Research, 17(1), 87-106.
  8. Choi, Y. W. (2006). A study of application and outcomes for brand blog. Unpublished master's thesis, Korea University, Seoul.
  9. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51. https://doi.org/10.2307/1251829
  10. Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87. https://doi.org/10.2307/1251946
  11. Gruen, T. W., Summers, J. O., & Frank, A. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64(3), 34-49. https://doi.org/10.1509/jmkg.64.3.34.18030
  12. Heo. J. Y (2011). A study on effects of information characteristics of service blog on relationship quality and word of mouth effect; Focused on travel-blog. Unpublished master's thesis, Sogang University, Seoul.
  13. Hoffman, D. L., & Novak, T. P. (1996). A detailed analysis of the conceptual, logical and methodological flaws in the article: Marketing pornography on the information superhighway. Journal of Marketing, 60, 50-68. https://doi.org/10.2307/1251841
  14. Hong, B. S., Lee, E. J., & Cho, M. A. (2009). The effect of purchase reviews on the trust, satisfaction, commitment, and repurchase intention of consumer in internet shopping malls. Journal of the Korean Society of Clothing and Textile, 33(11), 1817-1827. https://doi.org/10.5850/JKSCT.2009.33.11.1817
  15. Hwang, J. H., & Hwang, C. S. (2010). Characteristics of online child-rearing community and their effects on community loyalty and purchase intention of baby wear. Journal of the Korean Society of Clothing and Textiles, 34(7), 1138-1148. https://doi.org/10.5850/JKSCT.2010.34.7.1138
  16. Kang, M. S. (2002). A study on the effects of on-line community characteristics on community commitment and usage intention. Korean Journal of Management, 3(1), 77-98.
  17. Kim, B. T. (2007). A study on differences of use characteristics through on-line WOM communication channels to product evaluations. Journal of Marketing Management, 12(2), 41-60.
  18. Kim, J. S. (2004). A study of social-cultural evolution and issues on blog. Information & Communications Policy, 16 (8), 18-36.
  19. Kim, J. S. (2008). Attitudinal commitment and customer behavior of fashion communities. Unpublished doctoral dissertation, Ewha Womans University, Seoul.
  20. Kim, S. A. (2011). The effect of blog commitment on fashion product purchase and information reproduction behaviors. Unpublished master's thesis, Silla University, Busan.
  21. Kim, Y. E. (2010). The relationship between motivation and satisfaction, media functional evaluation of sports blog user. Unpublished master's thesis, Sungkyunkwan University, Seoul.
  22. Kim, Y. S. (2008). The effect of hotel brand blog characteristics on purchase intention and word-of-mouse communication: Blog attitude as an intervening variable-Focused on blog users in their twenties and thirties-. Unpublished master's thesis, Sejong University, Seoul.
  23. Kim, Y. S., & Chung, K. Y. (2009). Hotel brand blog characteristics influencing purchase intention and word-of-mouse communication: Blog attitude as an intervening variable-Focused on blog users in their 20's and 30's-. Journal of Hotel Administration, 18(3), 1-22.
  24. Ko, E. J., & Kwon, J. H. (2006). Impact of characteristics of fashion on-line community on the community commitment and brand loyalty. Journal of the Korean Society of Clothing and Textiles, 30(4), 644-654.
  25. Lee, E. J. (2011, July 22). Fashion companies SNS marketing fad. Newspin. Retrieved October 30, 2011, from http://www.newspin.com
  26. Lee, E. J., & Hong, B. S. (2006). The effect of service quality estimation and perceived risk on purchase intention and satisfaction of the fashion merchandise to internet shopping malls. Journal of the Korean Home Economics Association, 44(5), 79-87.
  27. Lee, E. Y. (2004). A two factor model of online word of mouth adoption and option and diffusion: The effects of information characteristics and community factors. Unpublished doctoral dissertation, Seoul National University, Seoul.
  28. Lee, G. D., Kim, H. H., & Park, C. W. (2008). An intention using travel-blog on service quality and motivation. Journal of Digital Policy, 6(4), 45-52.
  29. Lee, H., & Kim, J. H. (2010). The effect of online university community characteristics on community commitment and reuse intentions. The e-Business Studies, 11(4), 165-185.
  30. Lee, H. R. (2010). A study on the effects of hotel brand blog characteristic on the blog flow. Unpublished master's thesis, Kyonggi University, Suwon.
  31. Lee, K. Y. (2005). A study on the users' commitment in the online community-Focused on the relationships of trust, attitude and commitment-. Korea Industrial Economics Association, 18(1), 119-142.
  32. Lee, M. B., & Kim, E. J. (2005). A study on the effect of participatory motives and social influence in online community on com-mitment. Journal of Information Systems, 14(2), 191-214.
  33. Lee, S. S., & Sung, Y. S. (2001). Consumer commitment in buyer-seller relationship-A multidimensional relationship-. Korean Journal of Consumer and Advertising Psychology, 2(2), 31-60.
  34. Lim, S. J., & Hwang, C. S. (2007). The impact of the attributes of fashion brand online communities on high school student's commitment to the community. Journal of the Korean Home Economics Association, 45(10), 21-31.
  35. Lin, J. C., & Lu, H. (2000). Towards an understanding of the behavioral intention to use a web site. International Journal of Information Management, 20(3), 197-208. https://doi.org/10.1016/S0268-4012(00)00005-0
  36. McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial trust formation in new organizational relationship. Academy of Management Review, 23(3), 473-490.
  37. Moon, H. J. (2003). A study on the impact of online word of mouth on the consumers' purchase attitudes: Centering around customer reviews in domestic internet bookstores. Unpublished master's thesis, Hongik University, Seoul.
  38. Moon, S. J., & Jung, H. K. (2007). A research of the customer satisfaction Influencing repurchase intention and complaining behavior on the internet shopping mall. The e-Business Studies, 8(2), 87-107. https://doi.org/10.15719/geba.8.2.200706.87
  39. Moon, S. S. (2010). Influence of blog marketing characteristics in one-person media store upon users' satisfaction and behavior intention. Unpublished master's thesis, Sejong University, Seoul.
  40. Mun, Y. J., & Lee, J. H. (2007). A study on the performance of online community characteristics. The e-Business Studies, 8(4), 139-161.
  41. Nam, E. W. (2011). The effects of blog characteristics on relationship quality and behavioral intention. Unpublished doctoral dissertation, Kyungnam University, Changwon.
  42. Nam, H. K. (2007). Executional characteristics of blog affect brand attitude and W-O-M intention. Unpublished master's thesis, Dongguk University, Seoul.
  43. Park, B. W. (2008). A study on the effects of blog characteristics on the brand attitude. Unpublished master's thesis, Chung-Ang University, Seoul.
  44. Park, B. W., Seo, H. S., & Na, Y. G. (2008). A study on the effects of blog characteristics on the brand attitude. Journal of Marketing Studies, 16(3), 1-40. https://doi.org/10.1080/09652540801945749
  45. Park, J. H. (2002). The effect of information satisfaction and relational benefit on consumer's online shopping site commitment. Unpublished doctoral dissertation, KAIST, Daejeon.
  46. Park, K. J. (2009). The effect of online information source on satisfaction and continuance intention of internet shopping mall. Unpublished doctoral dissertation, Chonnam National University, Gwangju.
  47. Park, K. S., & Cho, M. H. (2004). A study on the motive and satisfaction in using the web-blog of internet: Focused on university students. Korean Journal of Journalism & Communication Studies, 48(5), 270-294.
  48. Park, S. H. (2009). A study on the effects of brandblog characteristics on the blog flow and the brand attitude. Unpublished master's thesis, Sookmyung Women's University, Seoul.
  49. Shin, J. K., & Park, M. S. (2007). The effect of partnership satisfaction and logistics service quality by the role of carriers on long term orientation. Korea Logistics Review, 17(4), 75-100.
  50. Son, J. A., & Rhee, E. Y. (2007). The effects of information characteristics (direction, consensus) on word-of-mouth performance in online apparel shopping. Journal of the Korean Society of Clothing and Textiles, 31(8), 1157-1167. https://doi.org/10.5850/JKSCT.2007.31.8.1157
  51. Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15-32. https://doi.org/10.2307/1251839
  52. Suh, K. S. (2003). The effects of the characteristics of internet communities and individuals on user loyalty. Asia Pacific Journal of Information Systems, 13(2), 1-21. https://doi.org/10.1046/j.1365-2575.2002.00127.x-i2
  53. Yoon, Y. R., & Hwang, S. J. (2010). Research on exchange of purchasing information in on-line fashion community. Korean Journal of Communication Studies, 18(3), 101-129.

Cited by

  1. The Analysis of Fashion Styles from Global Plus-size Woman's Power Blog : Focused on Analysis of USA Market vol.40, pp.5, 2016, https://doi.org/10.5850/JKSCT.2016.40.5.830