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http://dx.doi.org/10.29049/rjcc.2020.28.3.313

The effects of bandwagon consumption in SNS on negative emotion, purchase discontinuation, and switching intention  

Suk, Hyojung (Dept. of Fashion Design, Chung Ang University)
Lee, Eun-Jin (Dept. of Fashion Design, Chung Ang University)
Publication Information
The Research Journal of the Costume Culture / v.28, no.3, 2020 , pp. 313-329 More about this Journal
Abstract
Social Network Services (SNS) have become a vital means of shopping, significantly influencing consumers' purchases of fashion products. The aim of this study was to identify bandwagon consumption among fashion consumers and to analyze the effects of bandwagon consumption on negative emotions, purchase discontinuation, and switching intention. A survey questionnaire was developed, and data were obtained from 285 female consumers in Korea aged in their 20s and 30s who had experienced guilt, regret, or disappointment after purchasing fashion products using SNS during the previous six months. The survey results indicated four different types of band- wagon consumption: intentional, impulsive, unintentional, and planned. The presence of negative emotions such as guilt, disappointment, and regret were affected by different types of bandwagon consumption. Intentional bandwagon consumption only affected guilt, while unintentional bandwagon consumption affected both guilt and disappointment. Impulsive bandwagon consumption affected guilt and regret; however, planned bandwagon consumption only affected regret. Furthermore, negative emotions affected purchase discontinuation and switching intention. Planned bandwagon con- sumption had an effect on both purchase discontinuation and switching intention, while both impulsive and unintentional bandwagon consumption influenced switching intention only. Intentional bandwagon consumption had no effect on either purchase discontinuation or switching intention. The results of this study indicate that SNS consumers' bandwagon consumption causes different negative emotions, purchase discontinuation, and switching intention.
Keywords
SNS consumer; bandwagon consumption; negative emotion; purchase discontinuation; switching intention;
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Times Cited By KSCI : 8  (Citation Analysis)
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