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http://dx.doi.org/10.12940/jfb.2014.18.6.157

Effects of Fashion Company's Marketing Activities Using Micro-blogging Services on Chinese Consumer's Attitude toward Company and Purchase Intention  

Zhao, Liang (E.Land Fashion (Shanghai) Co. LTD.)
Lee, MiYoung (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
Journal of Fashion Business / v.18, no.6, 2014 , pp. 157-173 More about this Journal
Abstract
The purpose of this research is to investigate the effects of fashion companies' micro-blogging marketing activities on Chinese consumer attitudes and purchasing intentions. In this research, the technology acceptance model (TAM) was used as the research framework, and innovativeness, self-efficacy, and perceived enjoyment variables were included in the model. Through an online survey, 195 respondents participated in this study. The results were as follows: fashion innovation and self-efficacy have a significant positive effect on perceived usefulness, as well as ease of use. These two factors have a significant positive effect on perceived enjoyment. Furthermore, and most significantly, this perceived enjoyment has a significant effect on the consumer's attitude toward the company, and intention to purchase the fashion company's products.
Keywords
China; fashion; micro-blog; technology acceptance model;
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