Browse > Article
http://dx.doi.org/10.7741/rjcc.2014.22.6.1011

A study on fashion brand's SNS marketing - Based on Technology Acceptance Model (TAM) -  

Ko, Ara (Dept. of Clothing and Textiles, Graduate School, Ewha Womans University)
Kim, Sunhee (Dept. of Fashion Design, Kimpo College)
Publication Information
The Research Journal of the Costume Culture / v.22, no.6, 2014 , pp. 1011-1027 More about this Journal
Abstract
The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.
Keywords
SNS Marketing; TAM; continuous use intention; brand attitude; purchase intention;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Davis, F. D., Bagozzi, R. P., & Warshaw, P. R.(1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22, 1111-1132.   DOI
2 Ahn, Y. H.(2012). A study on characteristics of social network service (SNS) affecting on customer attitude, flow status, satisfaction and purchase intention. Unpublished master's thesis, Kyung Hee University, Seoul, Korea.
3 Ahn, D. Y., & Kim, J. S.(2009). A study on influence of brand community's characteristics in community loyalty, brand attitude and purchase intention. Journal of Industrial Relations, 34, 165-198.
4 Davis, F. D.(1986). A technology acceptance model for empirically testing new end-user information system: Theory and results. Doctorial dissertation, Solan School of Management MIT.
5 Davis, F. D., Bagozzi, R. P., & Warshaw, P. R.(1989). User acceptance of computer technology: A comparison of two. Management Science, 35(8), 982-1003.   DOI   ScienceOn
6 Han, M. Y(2011). Determinants of continuance use intention towards mobile video calling. Unpublished doctorial thesis, Yonsei University, Seoul, Korea.
7 DMC Report(2010). A survey on user's perception of SNS. DMC Media Report, from http://www.dmcreport.co.kr/content/ReportList.php?type=Media
8 DMC Report(2011). A survey on user's perception by service type of SNS. DMC Media Report from http://www.dmcreport.co.kr/content/ReportList.php?type=Media
9 DMC Report(2012). A survey on advertising attitude of social media user. DMC Media Report. from http://www.dmcreport.co.kr/content/ReportList.php?type=Media
10 Hong, D. U.(2012a). The impact of SNS characteristics on attitudes, purchase intention, and recommending behavior. Unpublished master's thesis, Yonsei University. Kangwon, Korea.
11 Hong, W. M.(2012b). The effect of social network service characteristics on trust, commitment, and loyalty of fast fashion brands. Unpublished master's thesis, Konkuk University. Seoul, Korea.
12 Huh, S. K.(2008). A study on use of blog in enterprise: A TAM perspective. Unpublished master's thesis, Dankook University. Seoul, Korea.
13 Ji, S. H.(2013). A study on continuous usage intention about the corporate accunting on SNS. Unpublished master's thesis, Korea University. Seoul, Korea.
14 Kang, K. H.(2012). A research on SNS characteristic influence of company brand attitudes perception by collective intelligence. Unpublished master's thesis, Hongik University. Seoul, Korea.
15 Jung, J. E., Choo, H. J., & Lee, H. K.(2013). The effects of fashion mobile word-of mouth -Focus on Facebook-. Journal of the Korean Society of Clothing and Textiles, 37(2), 186-201.   과학기술학회마을   DOI   ScienceOn
16 Jung, S. M.(2013). The effect of characteristic of Facebook fanpage on WOM: Focused on mediated effect of emotional attachment and brand relationship satisfaction. Unpublished master's thesis, Hanyang University. Seoul, Korea.
17 Kim, C. W.(2011). A study on the SNS characteristics that affect brand attitude factors. Unpublished master's thesis, Chonnam National University. Gwangjoo, Korea.
18 Kim, Y. H.(2005). A study of the effect of blog marketing. Unpublished master's thesis, Korea University. Seoul, Korea.
19 Kim, Y. S.(2008). The effect of hotel brand blog characteristics on purchase intention and word-ofmouse communication: Blog attitude as an intervening variable. Unpublished master's thesis, Sejong University. Seoul, Korea.
20 Kim, A. J., & Ko, E.(2010). Impacts of luxury fashion brand's social media marketing on consumer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.   DOI
21 Kim, S. H.(2005). An integrated extension of trust and perceived risk to technology acceptance model. Unpublished doctorial thesis, Kyungpook National University. Daegu, Korea.
22 Kim, E. M.(2008). Choice and influential factors for multimedia UCC: An extension of technology acceptance model. Unpublished master's thesis, Sungkyunkwan University. Seoul, Korea.
23 Korea Internet & Security Agency(2010). A survey on the use of micro blog. KISA Report, from http://isis.kisa.or.kr/board/index.jsp?pageId=060200
24 Kim, H. S.(2012a). The effect of characteristics of corporate social network service on the attitude toward corporation and purchase intention. Unpublished master's thesis, Hanyang University. Seoul, Korea.
25 Kim, H. J.(2012b). A study on the influence of motives for using Social Network Service (SNS) and celebrity reputation on purchase intention of celebrity fashion merchandises. Unpublished master's thesis, Yonsei University. Seoul, Korea.
26 Lee, S, H.(2011). A study on the influence of attributes of mobile tourism information by TAM on tourists' receptive attributes and usage intention. Unpublished master's thesis, Kyung Hee University. Seoul, Korea.
27 Korea Internet & Security Agency(2012). A survey on the use of smart phone in 2012. KISA Report, from http://isis.kisa.or.kr/board/index.jsp?pageId=060200
28 Kwon, O. B., Wen, Y., & Kim, M. Y.(2007). Factors affecting blog use: An empirical study using extended TAM and perceived encouragement. The Journal of Society for e-Business Studies, 12(4), 165-184.   과학기술학회마을
29 Lee, S. H.(2012). SNS users' factors that affect continuous usage and purchase intention: Social marketing perspective. Unpublished master's thesis, Chonnam National University. Gwangjoo, Korea.
30 Oh, E. H.(2012). A study on main features of SNS affecting SNS user acceptance decision. Management Information System Review, 31(3), 47-72.   DOI
31 Park, J. S.(2013). A study on the effect of SNS characteristics using technical acceptance model (TAM) on customer satisfaction and use intention. Unpublished doctorial thesis, Kyung Hee University. Seoul, Korea.
32 Sung, H. J.(2012). The study of the effects of on-line social network service differences on customer satisfaction and intention of the use: Focused on the extended technology acceptance model. Unpublished doctorial dissertation, Kyung Hee University. Seoul, Korea.
33 Park, M. N.(2012). An empirical study on the effects of communication characteristics of brand mobile SNS on the brand attitude and purchasing intention:Centering on Twitter. Unpublished master's thesis, Hanyang University. Seoul, Korea.
34 Rafaeli, S., & Sudweeks, F.(1997). Networked interactivity. Journal of Computer Mediated Communication, 46(3), 186-204.
35 Smith, R., & Swinyard, W.(1983). Information response models: An integrated approach. Journal of Marketing, 46, 81-93.
36 Song, H. J.(2011). A study on the influence of social network service(SNS) characteristics on luxury brand loyalty: Focused on celebrity and SNS user's lifestyle. Unpublished master's thesis, Yonsei University. Seoul, Korea.
37 Song, J. J.(2009). SPSS/AMOS statistic analysis methods. Gyeonggi: 21Century.
38 Stevens, J.(1996). Applied multivariate statistics for the social science(3rd ed). Lawrence Erlbaum Association, Inc.
39 Venkatesh, V., & Davis, F. D.(2000). A theoretical extension of the technology acceptance model:Four longitudinal field studies. Management Science, 46(2), 186-204.   DOI   ScienceOn
40 Yang, S. H.(2012). The impact of company's SNS marketing message types for consumer's brand concept according to their psychological type. Unpublished master's thesis, Hongik University. Seoul, Korea.
41 Yang, J. W.(2011). Facebook, SNS, bubble? Take a leap with social game and platform? Asia Today from http://news.nate.com/view/20110913n06853
42 Hyun, B. L.(2013). The advertising effect by advertising category of facebook: Focusing on fashion brand involvement. Unpublished master's thesis, Sungkyunkwan University. Seoul, Korea.
43 Yoo, B, L.(2012). The influences analysis of SNS expansion on the domestic corporations. Unpublished master's thesis, Korea University. Seoul, Korea.