Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Image Based Fashion Brands' SNS Toward Flow and Brand Attitude : Focus on Pleasure Emotion as Mediator

패션 브랜드 이미지 기반 SNS가 플로우, 브랜드 태도에 미치는 영향 : 즐거움 감정의 매개변수를 중심으로

  • Ko, Jeonmi (Dept. of Clothing & Textiles, Yonsei University) ;
  • Shin, Jiye (Dept. of Clothing & Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University) ;
  • Chae, Heeju (Dept. of Clothing & Textiles, Yonsei University)
  • 고전미 (연세대학교 의류환경학과) ;
  • 신지예 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과) ;
  • 채희주 (연세대학교 의류환경학과)
  • Received : 2014.09.11
  • Accepted : 2014.11.20
  • Published : 2014.12.31
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Abstract

As social networking service (SNS) users' needs and wants have become more diverse, SNS is designed to provide various services and functions. As a result, an image based SNS with the purpose of sharing various interests has emerged. More and more fashion companies are using image based SNS to use it as a medium to better communicate with their customers. This study investigates the effect of usage motivation of image based SNS with the emotion of pleasure as the mediator and its impact towards flow and brand attitude. In order to verify the research model and to test the proposed hypotheses, we conducted a pilot test on 8 image based SNS heavy users, and followed through with 215 questionnaires which were collected via online survey. The results of this study are as follows. Each usage motivation of image based SNS had significant effect on each pleasure. The visual impact had a positive effect on sensory pleasure and the common interest significantly influenced on user's affective preference. Curating, simplicity and interconnecting had a positive effect on cognitive pleasure. Affective and cognitive pleasures except sensory pleasure positively impacted the user on flow. The cognitive pleasure had a positive effect on the brand attitude. Lastly, flow had a positive effect on the brand attitude. This study is the foundation of the image based SNS academically in the new media research. Furthermore, it suggests managerial implications of a company to provide effective marketing strategy to make the best use of image based SNS.

Keywords

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