Browse > Article
http://dx.doi.org/10.5850/JKSCT.2012.36.5.562

The Concept and Consumer Traits of a Market Maven  

Jeon, Kyung-Sook (Division of Apparel & Fashion Business, Hansung University)
Park, Hye-Jung (Dept. of Liberal Arts, Korea Polytechnic University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.36, no.5, 2012 , pp. 562-572 More about this Journal
Abstract
Market mavens are known as powerful consumers for the diffusion of market information in general fields. This study investigates the market mavens in fashion consumers. Data were gathered by surveying university students in Seoul, using convenience sampling; 312 questionnaires were used in the statistical analysis. This study proved that consumers recognized the existence of market mavens and the importance of market mavens' information and their evaluations. In regards to the demographic factors, the more clothing expenditures and family income then the higher the tendencies of the market maven. Market mavens were consumers who were aware of marketer's persuasion but showed no differences in marketplace interfaces. Market mavens were particularly interested in dressing styles and were highly convinced in their abilities to make fashion decisions.
Keywords
Market maven; Early adopter; Opinion leader;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Lee, E. J., & Shim, W. S. (2008). An empirical study on WOM effects in on-line: A comparative study on market maven and early adopter. International Commerce and Information Review, 10(4), 63-79.
2 Lee, H. S., Ahn, K. H., & Ha, Y. W. (2010). Consumer behavior (5th ed.). Seoul: Bobmunsa.
3 Lim, J. W., Kim, J. I., Hong, S. T., & Yi, Y. J. (2006). Consumer behavior (3rd ed.). Seoul: Kyungmunsa.
4 Richins, M. L., & Dowson, S, (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316.   DOI   ScienceOn
5 O'Cass, A. (2004). Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869-882.   DOI   ScienceOn
6 Shim, S., & Gehrt, K. C. (1996). Hispanic and native american adolescents: An exploratory study of their approach to shopping. Journal of Retailing, 72(3), 307-324.   DOI   ScienceOn
7 Solomon, M. R. (2011). Consumer behavior (J. S. Hwang, J. E. Lee, S. W. Chun, & J. Y. Choi, Trans.). Seoul: Kyungmunsa. (Original work published 2009)
8 Wan, F., Youn, S., & Fang, T. (2001). Passionate surfers in image-driven consumer culture: Fashion-conscious, appearance-savvy people and their way of life. Advances in Consumer Research, 28, 266-274.
9 Wiedmann, K. P., Walsh, G., & Mitchell V. W. (2001). The manmaven: an agent for diffusing market information. Journal of Marketing Communications, 7(4), 195-212.   DOI   ScienceOn
10 Chun, M. H., & Ahn, J. W. (2010). The antecedences and consequences of e-market maven. Journal of Marketing Management, 15(4), 53-83.
11 Clark, R. A., & Goldsmith, R. E. (2005). Market mavens: Psychological influences. Psychology & Marketing, 22(4), 289-312.   DOI   ScienceOn
12 Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83-97.   DOI   ScienceOn
13 Ha, D. K. (2008). A study on market mavens' adoption intention and re-WOM intention on new product adoption process: Focused on mavenism difference. Unpublished master's thesis, Bukyung University, Busan.
14 Geissler, G. L., & Edison, S. W. (2005). Market mavens' attitudes towards general technology: Implications for marketing communications. Journal of Marketing Communications, 11(2), 73-94.   DOI   ScienceOn
15 Goldsmith, R. E., Flynn L. R., & Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing Theory and Practice, 11(4), 54-65.   DOI
16 Goodey, C., & East, R. (2008). Testing the market maven concept. Journal of Marketing Management, 24(3/4), 265-282.   DOI
17 Kim, J. H., & Song, M. (2007). Who are they? Market mavens' in Korea. Proceedings of annual meeting of the Korean Association of Psychology, Annual Conference, Korea, 564-565.
18 Kim, J. H., & Song M. (2008). Identification online opinion leaders: By diffusion power of online WOM influencer. Journal of Consumer Studies, 19(2), 93-113.
19 Kim, Y. R. (2004). A study on the market maven and online WOM. Unpublished master's thesis, Korea University, Seoul.
20 Baek, J. H. (2007). The influence of word-of-mouth information types toward the word-of-mouth intention: Focused on moderation effect of tie strength and market maven in sender's characteristics. Unpublished master's thesis, Seoul National University, Seoul.
21 Bearden, W. O., Hardesty, D. M., & Rose, R. L. (2001). Consumer self-confidence: Refinements in conceptualization and measurement. Journal of Consumer Research, 28(1), 121-134.   DOI   ScienceOn
22 Choi, S. H. (1995). A study on the characteristics of market maven. Unpublished master's thesis, Seoul National University, Seoul.