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http://dx.doi.org/10.5850/JKSCT.2013.37.6.725

The Study of Segmentation of Internet Fashion Information Users and Diffusion Outcomes: Application of a Use-Diffusion Model  

Song, Ki Eun (Dept. of Fashion Design, Sungkyunkwan University)
Hwang, Sun Jin (Dept. of Fashion Design, Sungkyunkwan University)
Kim, Yunsik (Business School and Management Research Institute, Sungkyunkwan University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.37, no.6, 2013 , pp. 725-736 More about this Journal
Abstract
This study segments information users according to depth and variety of use diffusion in order to differentiate between the influence of fashion information spread and diffusions from each segmented group. Data were collected from a fashion community to perform a social network analysis that used UCINET 6.0. Members completed the survey materials and the network materials were utilized in the analysis to test the hypothesis. The segmented groups of information users determined the study results according to use diffusion and the variables that affect them. The variables affecting information diffusion outcomes indicate different significant influence factors on each segmented market. Information variety and complexity represents elevated information reproductions and verbal acceptances from information diffusion outcomes.
Keywords
Use-diffusion; Fashion information user; Social network; Diffusion outcomes; Fashion community;
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Times Cited By KSCI : 1  (Citation Analysis)
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