복식문화연구 (The Research Journal of the Costume Culture)

  • 제26권2호
  • /
  • Pages.251-263
  • /
  • 2018
  • /
  • 1226-0401(pISSN)
  • /
  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
권호 표지
DOI QR코드

DOI QR Code

뉴 미디어 시대 패션소비자의 정보 탐색과 공유

Fashion consumers' information search and sharing in new media age

  • Shin, HyunJu (Dept. of Clothing & Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • 투고 : 2018.03.24
  • 심사 : 2018.04.25
  • 발행 : 2018.04.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

As mobile shopping has increased in the new media age, fashion consumers' decision making and product consumption processes have changed. The volume of consumer-driven information has expanded since media and social networking sites have enabled consumers to share information they obtain. The purpose of this study was to determine the factors affecting information searching strategies and information sharing about fashion products. An online survey collected data from 466 respondents, relating to the influence of product price level and consumer SNS commitment level on information search and information sharing. Experimental design of three product price level and two consumer SNS commitment level was used. Analysis of the data identified factors in fashion information searching as ongoing searching, prepurchase web portal information search, and prepurchase marketing information search. For low-price fashion products, prepurchase product-detail influenced intention to share information. For mid-priced products, ongoing search significantly affected intention to share information. Both ongoing search and prepurchase marketing information search showed significant effects for high-price products. Consumers who are more committed to SNS engaged in significantly more searching in all aspects of information search factors. Significant interaction effect was detected for consumer SNS commitment level and product price level. When consumers with low consumer SNS commitment search for information on lower-priced fashion products, they are less likely do a prepurchase web portal information search.

키워드

참고문헌

  1. Ahn, K. H., & Choo, H. J. (2016). Fashion consumer behavior (Rev. ed.). Seoul: Soohaksa.
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T
  3. Arenas-Gaitan, J., Rondan-Cataluna, F. J., & Ramirez-Correa, P. E. (2018). Antecedents of WOM: SNS-user segmentation. Journal of Research in Interactive Marketing, 12(1), 105-124. doi:10.1108/JRIM-07-2017-0052
  4. Beatty, S. E., & Smith, S. M. (1987). External search effect: An investigation across several product categories. Journal of Consumer Research, 14(1), 83-95. doi:10.1086/209095
  5. Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer search: An extended framework. Journal of Consumer Research, 13(1), 119-126. doi:10.1086/209052
  6. Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20. doi:10.1002/dir.20082
  7. Carlin, B. I., Jiang, L., & Spiller, S. A. (2017). Millennial-style learning: Search intensity, decision making, and information sharing. Management Science. Advanced online publication. doi:10.1287/mnsc.2016.2689
  8. Chen, A., Lu, Y., Wang, B., Zhao, L., & Li, M. (2013). What drives content creation behavior on SNSs? A commitment perspective. Journal of Business Research, 66(12), 2529-2535. doi:10.1016/j.jbusres.2013.05.045
  9. Chen, C.-J., & Hung, S.-W. (2010). To give or to receive? Factors influencing members' knowledge sharing and community promotion in professional virtual communities. Information & Management, 47(4), 226-236. doi:10.1016/j.im.2010.03.001
  10. Choi, A.-Y., & Rha, J.-Y. (2012). How do consumers search for information in multi-channel environment?: Consumer typology based on their choice of information channel. Journal of Consumer Studies, 23(2), 135-164.
  11. Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3, 1-11. Retrieved from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
  12. Day, R. L. (1977). Extending the concept of consumer satisfaction. Advances in Consumer Research, 4, 149-154.
  13. Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64(3), 34-49. doi: 10.1509/jmkg.64.3.34.18030
  14. Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462. doi:10.1086/208570
  15. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods, and propositions. Journal of Marketing, 46(3), 92-101. doi:10.2307/1251707
  16. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68. doi:10.2307/1251841
  17. Hu, Z., & Quao, J. (2017, December). Research on We Chat matrix marketing process of e-commerce enterprises based on AISAS model. Proceedings of 2017 International Conference on Arts and Design, Education and Social Sciences, Yinchuan, China, 878-884. doi:10.12783/dtssehs/adess2017/17883
  18. Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the Association for Information Science and Technology, 60(11), 2169-2188. doi:10.1002/asi.21149
  19. Jung, Y. J., Lee, Y. R., Kim, H. Y., & Yoon, S.-Y. (2018). Preliminary evidence for the psychophysiological effects of a technological atmosphere in e-commerce. Science of Emotion & Sensibility, 21(1), 45-58. doi:10.14695/KJSOS.2018.21.1.45
  20. Kalakota, R., & Robinson, M. (2002). M-business: The race to mobility. New York: McGraw-Hill.
  21. Kim, G., & Ye, J. S. (2009). A study of types of on-line consumer information search behavior by information search motive. The Korean Journal of Advertising, 20(1), 161-175.
  22. Lee, D. I., & Kim, H, G. (2013). Developing the purchase conversion model of the keyword advertising based on the individual search. Journal of the Korean Operations Research and Management Science Society, 38(1), 123-138. doi:10.7737/JKORMS.2013.38.1.123
  23. Lee, H.-J. (2016). Factors influencing impulsive buying and regret of air and package tour products in mobile shopping: Focused on mobile skillfulness, price sensitivity, and regulatory focus. Journal of the Aviation Management Society of Korea, 14(5), 29-45.
  24. Lee, J. S. (2007). A study on the usage pattern modeling of shopping mall by data mining. Unpublished master's thesis, Gangwoon national university, Gangwon-do, Korea.
  25. Lim, J. W., Jun, J. K., & Kang, M. S. (2000). An empirical study on virtual store choice. Korea Marketing Review, 15(1), 85-102.
  26. Moe, W. W. (2003). Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream. Journal of Consumer Psychology, 13(1/2), 29-39. doi:10.1207/S15327663JCP13-1&2_03
  27. Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of marketing research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328. doi:10.2307/3172742
  28. Mugge, R., Schifferstein, H. N. J., & Schoormans, J. P. L. (2010). Product attachment and satisfaction: Understanding consumers' post-purchase behavior. Journal of Consumer Marketing, 27(3), 271-282. doi:10.1108/07363761011038347
  29. O'Cass, A. (2000). An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing. Journal of Economic Psychology, 21(5), 545-576. doi: 10.1016/S0167-4870(00)00018-0
  30. Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53. doi:10.1509/jmkr.42.1.43.56889
  31. Okazaki, S., & Yagüe, M. J. (2012). Responses to an advergaming campaign on a mobile social networking site: An initial research report. Computers in Human Behavior, 28(1), 78-86. doi:10.1016/j.chb.2011.08.013
  32. Park, C., & Lee, T. M. (2006). A cross-cultural study on the determinants of eWOM effect. Korean Management Review, 35(6), 1617-1647.
  33. Park, J. Y. (2014). Effects of SNS interaction word of mouth and purchase intention: Focusing on motivations for use of Facebook. Unpublished doctoral dissertation, Dongduk Women's University, Seoul, Korea.
  34. Peterson, R. A., & Merino, M. C. (2003). Consumer information search behavior and the Internet. Psychology & Marketing, 20(2), 99-121. doi:10.1002/mar.10062
  35. Rao, S., & Farley, J. U. (1987). Effects of environmental perceptions and cognitive complexity on search and information processing. Psychology & Marketing, 4(4), 287-303.
  36. Reis, H. T., & Patrick, B. C. (1996). Attachment and intimacy: Component processes. In E. T. Higgins, & A. W. Kruglanski (Eds.), Social psychology: Handbook of basic principles (pp. 523-563). New York: Guilford Press.
  37. Richins, M. L., & Bloch, P. H. (1991). Post-purchase product satisfaction: Incorporating the effects of involvement and time. Journal of Business Research, 23(2), 145-158. doi:10.1016/0148-2963(91)90025-S
  38. Schmidt, J. B., & Spreng, R. A. (1996). A proposed model of external consumer information search. Journal of the Academy of Marketing Science, 24(3), 246-256. doi:10.1177/0092070396243005
  39. Shin, S. A., Han, S. M., Ohk, K. Y., & Hong, J.-W. (2016). An exploratory study on mobile information retrieval behavior according to information searching period: Focus on consumer's propensity. Journal of Consumer Studies, 27(3), 219-239.
  40. Sugiyama, K., & Andree, T. (2010). The dentsu way: Secrets of cross switch marketing from the world's most innovative advertising agency. New York: McGraw-Hill.
  41. Swan, J. E., & Oliver, R. L. (1989). Postpurchase communications by consumers. Journal of Retailing, 65(4), 516-533.
  42. Vazquez, S., Munoz-Garcia, O., Campanella, I., Poch, M., Fisas, B., Bel, N., & Andreu, G. (2014). A classification of user-generated content into consumer decision journey stages. Neural Networks, 58, 68-81. doi:10.1016/j.neunet.2014.05.026
  43. Xu, C., Hao, Q., & Han, G. (2017). Research on the marketing strategy of the new media age based on AISAS model: A Case study of micro channel marketing. In X. Li, & X. Xu (Eds.), Proceedings of the Fourth International Forum on Decision Sciences (pp. 477-486). doi:10.1007/978-981-10-2920-2_40

피인용 문헌

  1. MZ세대의 콘텐츠 콜라보레이션을 활용한 패션브랜드의 가치창출 사례연구 vol.28, pp.6, 2020, https://doi.org/10.29049/rjcc.2020.28.6.830