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The Study of Segmentation of Internet Fashion Information Users and Diffusion Outcomes: Application of a Use-Diffusion Model

사용확산에 따른 인터넷 패션정보 사용자 시장세분 및 확산성과 연구

  • Song, Ki Eun (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sun Jin (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Kim, Yunsik (Business School and Management Research Institute, Sungkyunkwan University)
  • 송기은 (성균관대학교 의상학과) ;
  • 황선진 (성균관대학교 의상학과) ;
  • 김윤식 (성균관대학교 경영학부 경영연구소)
  • Received : 2012.09.17
  • Accepted : 2013.08.13
  • Published : 2013.08.31

Abstract

This study segments information users according to depth and variety of use diffusion in order to differentiate between the influence of fashion information spread and diffusions from each segmented group. Data were collected from a fashion community to perform a social network analysis that used UCINET 6.0. Members completed the survey materials and the network materials were utilized in the analysis to test the hypothesis. The segmented groups of information users determined the study results according to use diffusion and the variables that affect them. The variables affecting information diffusion outcomes indicate different significant influence factors on each segmented market. Information variety and complexity represents elevated information reproductions and verbal acceptances from information diffusion outcomes.

Keywords

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  1. Sustainable Diffusion of Fashion Information on Mobile Friends-Based Social Network Service vol.10, pp.5, 2018, https://doi.org/10.3390/su10051474