Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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The Role of Aesthetic Experience in Fashion Brands' SNS Accounts: Focusing on the Interaction of Narrative Images and Product Placement

  • Min-Sook Park (Department of Distribution & Marketing at Catholic University of Pusan) ;
  • Yunji Moon (Department of Management Information Systems at Catholic University of Pusan)
  • Received : 2021.08.05
  • Accepted : 2021.09.10
  • Published : 2021.12.31
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Abstract

Compared to consumers' focus, in the past, on the functional aspect of fashion products, consumers recently tend to place more importance on their impressive and memorable experiences in purchasing process. As consumer's interest changes from functional aspects to individual experience in purchasing process, fashion brands try to convey the identity of the brand through creating favourable consumers' experiences. Therefore, this study explores the effect of individuals' aesthetic experiences with fashion brands' SNS accounts on their attitudes. More specifically, the study evaluates whether consumers enjoy the flow of fashion brands' SNS accounts and form purchase intentions through their aesthetic experiences and product placement. Through a survey, empirical testing was done to investigate the effect of the aesthetic experience on of flow and purchase intentions. The current study tests the interaction effect among perceived aesthetic experience, narrative images, and product placement employing 2×2×2 MANOVA. The findings herein reveal that the aesthetic experience affects flow and purchase intention, and that there is a statistically significant interaction effect between aesthetic experience, narrative images, and product placement.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2020S1A5A2A01041764)

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