패션비즈니스 (Journal of Fashion Business)

  • 제28권3호
  • /
  • Pages.16-33
  • /
  • 2024
  • /
  • 1229-3350(pISSN)
  • /
  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
권호 표지
DOI QR코드

DOI QR Code

유튜브 콘텐츠 특성이 패션 정보 수용에 미치는 영향: 정보 제공 주체별 비교

Impact of YouTube Content Characteristics on Fashion Information Acceptance: Comparison by Information Provider

  • 이유빈 (한양대학교, 의류학과 휴먼테크융합전공) ;
  • 김수민 (한양대학교, 의류학과 휴먼테크융합전공) ;
  • 이규혜 (한양대학교, 의류학과 휴먼테크융합전공)
  • Yubin Lee (Dept. of Clothing & Textile, Human-Tech Convergence Program, Hanyang University) ;
  • Sumin Kim (Dept. of Clothing & Textile, Human-Tech Convergence Program, Hanyang University) ;
  • Kyu-Hye Lee (Dept. of Clothing & Textile, Human-Tech Convergence Program, Hanyang University)
  • 투고 : 2024.04.30
  • 심사 : 2024.05.28
  • 발행 : 2024.07.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study investigated the role of YouTube in providing fashion information and explored how fashion companies and individual YouTubers used this platform to communicate with consumers and disseminate fashion contents. This research identified two main types of YouTube information providers: fashion companies and fashion YouTubers. It focused on characteristics of YouTube fashion information (such as informativity, novelty, usefulness, authenticity, and enjoyment) and their impact on consumer needs satisfaction, information satisfaction, and information acceptance. An online survey was conducted with female consumers aged 20 to 39 years, analyzing responses to assess how YouTube fashion information affected consumer behavior and decision-making. Using SPSS for statistical analysis, results indicated that usefulness and enjoyment significantly influenced information acceptance, particularly with fashion companies showing a stronger impact from usefulness, while authenticity and enjoyment were more influential for fashion YouTubers. Moreover, mediating effects of consumer needs satisfaction and information satisfaction on the relationship between fashion information characteristics and information acceptance were examined. Findings revealed that various characteristics had different mediating effects based on whether the information provider was a fashion company or a fashion YouTuber. Notably, enjoyment and authenticity played crucial roles in mediating consumer needs satisfaction. Overall, this study provides insights into how YouTube serves as a vital channel for fashion information, influencing consumer satisfaction and behavior. It also offers practical implications for fashion marketers on how to leverage YouTube effectively to meet consumer needs and enhance information acceptance, thereby proposing strategic marketing recommendations for fashion companies and YouTubers.

키워드

참고문헌

  1. Ahn, K. H., & Lee, J. H. (2010). The influence of consumer need satisfaction and star traits on consumer attachment to star brand and consumer response to product brand sponsored by star brand. Korean Journal of Marketing, 12(1), 51‒79.
  2. Ballou, D. P., & Pazer, H. L. (1985). Modeling data and process quality in multi-input, multi-output information systems. Management Science, 31(2), 150-162. https://doi.org/10.1287/mnsc.31.2.150
  3. Chae, J. M. (2020). The influence relationship among consumers' characteristics, information search, and purchase decision in on/offline retailing environment. The Korean Fashion and Textile Research Journal, 22(3). 323-334. doi: 10.5805/SFTI.2020.22.3.323
  4. Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491. doi: 10.1287/mnsc.1070.0810
  5. Chun, T. Y., & Park, N. H. (2010). The effects of UCC information trait on relationship quality and consequences. Korea Research Academy of Distribution and Management Review, 13(4), 73-95.
  6. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. doi: 10.2307/249008
  7. De Wulf, K., Odekerken-Schroder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(4), 33-50. https://doi.org/10.1509/jmkg.65.4.33.18386
  8. Deci, E. L., & Ryan, R. M. (1980). Self-determination theory: When mind mediates behavior. The Journal of Mind and Behavior, 1(1) 33-43.
  9. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Fort Worth, TX: Dryden Press.
  10. Gao, Y., & Koufaris, M. (2006). Perceptual antecedents of user attitude in electronic commerce. ACM SIGMIS Database: The Database for Advances in Information Systems, 37(2-3), 42-50.
  11. Gil, B. M., & Song, T. I. (2021). The influence of characteristics of information on social media on aesthetic consumption behavior and satisfaction. Journal of the Korean Society of Beauty and Art, 22(2), 87-102. doi: 10.18693/jksba.2021.22.2.87
  12. Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312. doi:10.1086/422109
  13. Hanke, M. (2015). How luxury fashion brands utilize YouTube to engage consumers and promote brand identity. The Elon Journal of Undergraduate Research in Communications, 6(1), 69-77.
  14. Hong, B. S., Kwon, Y. J., Lee, J. W., & Ryu, E. S. (2012). The effects of fashion blog features on commitment, satisfaction and word-of-mouth intention. Journal of the Korean Society of Clothing and Textiles, 36(2), 244-257. doi:10.5850/JKSCT.2012.36.2.244
  15. Hurley, N., & Zhang, M. (2011). Novelty and diversity in top-n recommendation--analysis and evaluation. ACM Transactions on Internet Technology (TOIT), 10(4), 1-30. doi:10.1145/1944339.1944341
  16. Jayati, R., & Jackson, A. (1991). Service satisfaction: An exploratory investigation of three model. Advances in Consumer Research, 18(1), 603-610.
  17. Jeong, I. H., Chae, J. M., Kim, J. Y., & Moon, H. K. (2010). Internet marketing for fashion product. Seoul: GYOMOON.
  18. Jung, H., & Hwang, J. (2023). The information characteristics of YouTube tourism content and their impacts on user satisfaction and intention to visit and share information: The moderating role of word-of-mouth information acceptance. Asia Pacific Journal of Tourism Research, 28(2), 143-156. doi: 10.1080/10941665.2023.2207692
  19. Kahn, B. K., Strong, D. M., & Wang, R. Y. (2002). Information quality benchmarks: Product and service performance. Communications of the ACM, 45(4), 184-192. doi: 10.1145/505248.506007
  20. Kang, J., & Cho, C. H. (2020). A study on use motivation, consumers' characteristics, and viewing satisfaction of need fulfillment video contents(Vlog / ASMR / Muk-bang). Journal of the Korea Contents Association, 20(1), 73-98. https://doi.org/10.5392/JKCA.2020.20.01.073
  21. Kim, B. H. (2019). Consumer need satisfaction on brand attachment and brand loyalty (Unpublished doctoral dissertation). Dong Eui University, Busan, Korea.
  22. Kim, C. H., & Hwang, E. L. (1997). 구전정보의 특성과 구전효과의 관계[Relationship between characteristics of word of mouth information and word of mouth effect]. Advertising Research, 6(35), 55-77.
  23. Kim, H. J. (2014). A study on the effect of followers' information quality and information trust on consumers' viewing intention and world-of-mouth intention for movie official SNS. Journal of Practical Research in Advertising and Public Relations, 7(4), 43-59. https://doi.org/10.21331/jprapr.2014.7.4.002
  24. Kim, J. H., Shin, J. K., & Lee, Y. J. (2023). The effect of SNS information characteristics and influencer characteristics on information satisfaction, influencer attachment, and online word of mouth: Focusing on the elaboration likelihood model. Korean Business Education Review, 38(1), 129-159, doi: 10.23839/kabe.2023.38.1.129
  25. Kim, K. H., & Yoon, S. H. (2012). Deriving the factors to affect the user satisfaction of SNS with a comparison for different service types. The Journal of Internet Electronic Commerce Research, 12(1). 125-143. https://doi.org/10.1007/s10660-012-9089-5
  26. Kim, K. Y., & Kyung, S. B. (2018). The effect of social network service (SNS)-based food content information quality on user satisfaction, intention to use, and information sharing intention. International Journal of Tourism and Hospitality Research, 32(8), 177-192.
  27. Kim, K. Y., (2017). An exploratory study on the industrial characteristics and the usage status of the independent media: Focusing on in- depth interviews with MCN. Journal of Speech, Media and Communication Research, 16(1), 213-248. https://doi.org/10.22902/JSMCR.2017.16.1.007
  28. Kim, S. J., & Yoon, J. H. (2016). The effects of information attributes and reputation of travel power blog on traveler's information acceptance: An elaboration likelihood model. Korean Journal of Hospitality & Tourism, 25(2), 145-160.
  29. Kim, W. B., & Choo, H. J. (2019). The effects of SNS fashion influencer authenticity on follower behavior intention: Focused on the mediation effect of fanship. Journal of the Korean Society of Clothing and Textiles, 43(1), 17-32. doi: 10.5850/JKSCT.2019.43.1.17
  30. Ko, E. J., Kim, K. H., & Kwon, J. H. (2006). Impact of fashion on-line community characteristics on brand loyalty: Comparisons among lifestyle groups. Journal of Global Scholars of Marketing Science. 16(3), 87-106. doi: 10.1080/12297119.2006.9707372
  31. Kwak, J. H., & Yoh, E. H. (2021). Effect of influencers' characteristics and consumer need satisfaction on attachment to influencer, content flow and purchase intention. Journal of the Korean Society of Clothing and Textiles, 45(1), 56-72. doi:10.58550/JKSCT.2021.45.1.56
  32. Lee, H. J. (2013). The effect of social capital and information attributes on interaction and e-WOM in social network services. Korean Journal of Marketing, 28(2). 109-133
  33. Lee, J. E., & Woo, M. O. (2022). A study influence of beauty YouTube content characteristics and personal tendencies on behavioral intentions. Journal of Korean Beauty Society, 28(2), 340-348. doi: 10.52660/JKSC.2022.28.2.340
  34. Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161. doi: 10.1016/j.chb.2010.12.009
  35. Mo, J. H., & Oh, S. J. (2022). The influence of the characteristics of beauty contents on YouTube on content satisfaction and continuous use intent. Journal of the Korean Society of Beauty and Art, 23(3), 203-219. https://doi.org/10.18693/jksba.2022.23.3.203
  36. Mobile Index. (2022, October 12). 유튜브 하루에 한 시간은 못 참지[Can't stand YouTube for an hour a day]. Retrieved May 15, 2023, from https://www.mobileindex.com/insight-report?pid=210
  37. Nam, J. H., & Kim, M. S. (2022). Beauty management behavior according to MZ generation beauty contents usage experience and information characteristics. Journal of Korean Beauty Society, 28(6), 1173- 1185. doi:10.52660/JKSC.2022.28.6.1173
  38. Opensurvey. (2023, February 27). 소셜미디어, 검색포털 트렌드 리포트[Social media, search portal trend report]. Retrieved July 6, 2023, from https://blog.opensurvey.co.kr/trendreport/socialmedia-2023/
  39. Park, C. (2000). The internet navigation value and internet shopping behavior. Korean Journal of Marketing, 15(1), 143-162.
  40. Park, Y. J., & Yoon, S. J. (2016). Structural relations among SNS attributes, user satisfaction, SNS trust and purchase intention in online shopping: Utilizing an extended technology acceptance model. The e-Business Studies, 17(6), 35-49, doi: 10.20462/TeBS.2016.12.17.6.35
  41. Pearson, P. H. (1970). Relationships between global and specified measures of novelty seeking. Journal of Consulting and Clinical Psychology, 34(2), 199.
  42. Pitta, D. A., & Fowler, D. (2005). Internet community forums: An untapped resource for consumer marketers. Journal of Consumer Marketing, 22(5), 265-274. doi: 10.1108/07363760510611699
  43. Qutaishat, F. T. (2013). Users' perceptions towards website quality and its effect on intention to use e-government services in jordan. International Business Research, 6(1), 97-105. doi: 10.5539/ibr.v6n1p97
  44. Ryu, H. J., & Lee, K. T. (2021). Effect of information and source characteristics: Focusing on SNS fashion influencer. Journal of Marketing Studies, 29(4), 69-87. doi: 10.22736/jms.29.4.05
  45. Sankpal, S., Dua, B., Raizada, P., Tomar, R., Sharma, B., Sharma, S., Gonuguntla, D., & Shrivastava, V. (2016). Impact of novelty on purchase intention of beauty products: A study of face wash. Research to Manuscript, 144-168.
  46. Snyder, C. R., Fromkin, H. L., Snyder, C. R., & Fromkin, H. L. (1980). Theory of uniqueness. Uniqueness: The Human Pursuit of Difference, 31-55.
  47. Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15-32. doi: 10.1177/002224299606000302
  48. Thomson, M. (2006). Human brands: Investigating antecedents to consumers' strong attachments to celebrities. Journal of Marketing, 70(3), 104‒119. doi:10.1509/jmkg.70.3.104
  49. Wang, L., Law, R., Guillet, B. D., Hung, K., & Fong, D. K. C. (2015). Impact of hotel website quality on online booking intentions: Trust as a mediator. International Journal of Hospitality Management, 47, 108-115. doi: 10.1016/j.ijhm.2015.03.012
  50. Welker, W. I. (1961). An analysis of exploratory and play behavior in animals. Functions of varied experience.
  51. Yoon, A. Y., Lee, E. Y., & Lee, H. H. (2018). Consumer perceptions of images in fashion instagram by information providers (brand vs consumers): Focusing on credibility, usefulness, enjoyment. Journal of the Korean Society of Clothing and Textiles, 42(3), 379-396. doi: 10.5850/JKSCT.2018.42.3.379
  52. Zhang, M., Lin, W., Ma, Z., Yang, J., & Zhang, Y. (2023). Users'health information sharing intention in strong ties social media: Context of emerging markets. Library Hi Tech, 41(3), 853-876. doi: 10.1108/LHT-02-2020-0024