The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study on the effects of the characteristics of fashion brand's mobile SNS on brand attachment and brand loyalty

패션 브랜드 모바일 SNS의 특성이 브랜드 애착 및 브랜드 충성도에 미치는 영향에 관한 연구

  • Lee, Yoojung (Dept. of Clothing, Graduate School, Ewha Womans University) ;
  • Rhee, YoungJu (Dept. of Clothing, Sungshin Women's University)
  • 이유정 (이화여자대학교 대학원 의류학과) ;
  • 이영주 (성신여자대학교 의류학과)
  • Received : 2014.05.13
  • Accepted : 2014.10.06
  • Published : 2014.10.31
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Abstract

This research was designed to conduct research to apprehend fashion brand's mobile SNS characteristics in depth and the related consumer psychology and behaviors such as brand attachment and brand loyalty. The fashion brand's mobile SNS characteristics were differentiated from the web-based fashion brand's SNS. This study targeted women in their 20s using mobile Facebook and mobile Twitter, and residing in Seoul or Gyeonggi province. Total 412 observations were collected through online survey. The major findings of the study were as follows. First, as the characteristics of fashion brand's mobile SNS, ease of fashion data storage, fashion recentness, fashion usefulness, and fashion accessibility were extracted. As the factors of the flow, time distortion/focused attention and playfulness were extracted. Second, the fashion recentness and fashion usefulness showed positive influence to time distortion/focused attention factor in the flow. All four fashion brand's mobile SNS characteristics showed positive influence to playfulness factor in the flow. Third, time distortion/focused attention factor and playfulness factor both showed positive influence to brand attachment and brand loyalty from using fashion brand's mobile SNS. Fourth, brand attachment had positive influence to brand loyalty from using fashion brand's mobile SNS. Based on the above results, this study provided practical ways to develop effective mobile SNS marketing strategies in fashion brand. Also, this study demonstrated feasible future contents and necessary improvement for fashion brand's mobile SNS, which holds marketing implications.

Keywords

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