• 복식문화연구
• /
• 제26권2호
• /
• pp.251-263
• /
• 2018

As mobile shopping has increased in the new media age, fashion consumers' decision making and product consumption processes have changed. The volume of consumer-driven information has expanded since media and social networking sites have enabled consumers to share information they obtain. The purpose of this study was to determine the factors affecting information searching strategies and information sharing about fashion products. An online survey collected data from 466 respondents, relating to the influence of product price level and consumer SNS commitment level on information search and information sharing. Experimental design of three product price level and two consumer SNS commitment level was used. Analysis of the data identified factors in fashion information searching as ongoing searching, prepurchase web portal information search, and prepurchase marketing information search. For low-price fashion products, prepurchase product-detail influenced intention to share information. For mid-priced products, ongoing search significantly affected intention to share information. Both ongoing search and prepurchase marketing information search showed significant effects for high-price products. Consumers who are more committed to SNS engaged in significantly more searching in all aspects of information search factors. Significant interaction effect was detected for consumer SNS commitment level and product price level. When consumers with low consumer SNS commitment search for information on lower-priced fashion products, they are less likely do a prepurchase web portal information search.

• 복식문화연구
• /
• 제22권5호
• /
• pp.848-861
• /
• 2014

This research was designed to conduct research to apprehend fashion brand's mobile SNS characteristics in depth and the related consumer psychology and behaviors such as brand attachment and brand loyalty. The fashion brand's mobile SNS characteristics were differentiated from the web-based fashion brand's SNS. This study targeted women in their 20s using mobile Facebook and mobile Twitter, and residing in Seoul or Gyeonggi province. Total 412 observations were collected through online survey. The major findings of the study were as follows. First, as the characteristics of fashion brand's mobile SNS, ease of fashion data storage, fashion recentness, fashion usefulness, and fashion accessibility were extracted. As the factors of the flow, time distortion/focused attention and playfulness were extracted. Second, the fashion recentness and fashion usefulness showed positive influence to time distortion/focused attention factor in the flow. All four fashion brand's mobile SNS characteristics showed positive influence to playfulness factor in the flow. Third, time distortion/focused attention factor and playfulness factor both showed positive influence to brand attachment and brand loyalty from using fashion brand's mobile SNS. Fourth, brand attachment had positive influence to brand loyalty from using fashion brand's mobile SNS. Based on the above results, this study provided practical ways to develop effective mobile SNS marketing strategies in fashion brand. Also, this study demonstrated feasible future contents and necessary improvement for fashion brand's mobile SNS, which holds marketing implications.

• 중소기업연구
• /
• 제41권1호
• /
• pp.1-28
• /
• 2019

본 연구의 목적은 농식품 모바일 SNS의 활용 방안 및 구매의도 개선을 위한 시사점을 제시하여, 6차 산업 활성화에 기여하고자 함에 있다. 이에 최근 새로운 마케팅 채널로 급부상 하고 있는 모바일 SNS를 농식품 분야에 적용하여 실증분석을 실시하였다. 먼저 농식품 구매의도에 영향을 미치는 농식품 관련 모바일 SNS의 특성을 도출하였고, 지각된 농식품 관련 모바일 SNS의 특성과 구매의도의 관계에서 소비자태도의 간접효과를 분석하였다. 연구 결과는 첫째, 정보의 품질과 접근용이성은 인지적 태도에, 유희성, 정보의 품질, 접근용이성은 감정적 태도에, 유희성과 상호작용성은 행위적 태도에 유의한 영향(+)을 미치는 것으로 나타났다. 둘째, 정보의 품질, 접근용이성, 유희성은 구매의도에 유의한 영향(+)을 미치는 것으로 나타났고, 그 중 정보의 품질이 가장 큰 영향을 미치는 것으로 확인되었다. 셋째, 정보의 품질, 상호작용성, 접근용이성, 유희성이 소비자태도를 거쳐 구매의도로 가는 경로에서 소비자태도의 간접효과가 있는 것으로 분석되었다. 본 연구결과를 통해, 농식품 관련 모바일 SNS의 경우 정보의 품질 향상을 위한 노력이 우선적으로 필요하며, 구매의도 향상을 위해서는 소비자태도를 호의적으로 강화시키기 위한 모바일 SNS 운영 전략 및 마케팅 전략의 구축이 필요함을 확인할 수 있었다. 한편 농식품 경영체가 모바일 SNS를 마케팅 도구로 적극 활용할 수 있도록 관련 교육 및 시스템적 협조 방안 등이 마련되어야 할 것이다.

• 디지털융복합연구
• /
• 제11권5호
• /
• pp.225-235
• /
• 2013

최근 기업들은 새로운 마케팅 촉진전략의 하나로 SNS서비스에 중점을 두고 있다. SNS서비스에 대표적인 요소들은 상호작용성 그리고 정보제공성이 있다. 이에 본 연구는 SNS서비스가 관계몰입에 미치는 영향에 대해 실증적으로 분석하고, 트위터 이용 빈도와 온라인 구전의도를 확대하기 위한 전략을 제시한다. 본 연구의 결과는 상호작용이 정보제공성 보다 정서적 몰입에 상당히 긍정적인 영향을 미치는 것으로 나타났다. 그리고 정보제공성은 상호작용성 보다 계산적 몰입에 상당히 긍정적인 영향을 미치는 것으로 나타났다. 또한, 이러한 효과들은 낮은 트위터 이용 빈도 보다 높은 트위터 이용 빈도에서 높게 나타났다. 또한, 본 연구에서는 정보제공성이 상호작용성 보다 온라인 구전의도에 더 긍정적인 영향을 미치는 것을 밝히고 SNS서비스는 온라인 구전 영향을 미치는 것 보다 관계몰입을 통해 더 긍정적인 영향을 미치는 것을 증명하였다. 이러한 결과를 기반으로 기업의 마케팅적 시사점을 도출하였다.

• Asia Marketing Journal
• /
• 제18권2호
• /
• pp.25-44
• /
• 2016

This research was implemented by using TRAM model. An existing research (Ok 2011) which dealt with technology readiness and social commerce at once had only asked consumers' attitude on 'general technology'. This research, however, has specifically focused on Social Network Service and mobile social commerce. Research hypotheses and research model were developed and tested by using 610 consumer survey data. It was found that individual's positive/negative technology readiness has a direct influence positively/negatively on perceived ease of use and perceived trust respectively. Also their positive and negative technology readiness has an indirect influence positively/negatively on perceived usefulness. Thus someone's positive and negative attitude on SNS has a different direction towards the perception of mobile social commerce. Perception on mobile social commerce depends on their attitude (positive or negative) concerning SNS. Managerial implications and limitations of the study were also discussed.

• 한국의류학회지
• /
• 제43권1호
• /
• pp.17-32
• /
• 2019

This study examines the effects of SNS fashion influencer's authenticity on the followers' relationship maintenance intention and product purchase intention through the mediating role of fanship. In addition, influencer's attractiveness is proposed as a moderator affecting the authenticity on fanship; in addition, authenticity is operationalized as honesty and expertise. A written survey is developed for 181 female Instagram users. The analyses of the data yields the following findings. First, honesty has a positive effect on fanship, relationship maintenance intention and purchase intention, while expertise affects fanship and relationship maintenance intention, but does not have a significant effect on purchase intention. Second, honesty and expertise have a positive effect on follower behavior intention through the partial mediation of fanship. Third, social attractiveness and physical attractiveness have a significant effect on fanship. However, all interaction effects between authenticity and attractiveness are not significant. Unlike authenticity, attractiveness has no direct effect on follower behavior intention. This study verifies the critical role of authenticity for an influencer in the context of SNS marketing and commerce, as this factor leads to followers behavioral intention as well as fanship in both direct and mediated paths.

• Asia Marketing Journal
• /
• 제16권1호
• /
• pp.149-168
• /
• 2014

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.

• Asia Marketing Journal
• /
• 제25권3호
• /
• pp.126-147
• /
• 2023

This study investigates the effects of the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including intentions of revisit and recommendation. Increased satisfaction also enhances subjective QOL and omnivorous cultural engagement among art museum visitors, implying promising collaboration among cultural arts institutions. The findings have both theoretical and practical implications for enhancing visitor experiences and promoting diverse cultural engagement. Limitations and future research directions are also discussed.

• Asia Marketing Journal
• /
• 제22권4호
• /
• pp.27-45
• /
• 2021

This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers' responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers' responses on YouTube toward 12 BTS endorsed ads, the hypotheses are confirmed as higher ratio of likes, lower ratio of dislikes and significantly higher ratio of comments over both total views and total likes were found. For the rationale behind, total 1800 comments were categorized into 4 major content types such as attached, experiential, empathic and self-related ones that are all considered as important factors influencing the strong ad effect. The results showed that the episodic ads have marginally more emotional comments than the celeb image ads. The difference was only found in experiential and empathic responses but not in self-related responses. Contrary to the hypothesis, the comments expressing attachment were found more for the celebrity image-focused ads than the episodic ones. It does not seem to suggest that the celebrity image focused ads are better to capture viewers' attachment towards the celebrity and the ad endorsed, but that the episodic ads draw viewers into relatively deeper level of attachment such as empathy by perceiving the authenticity of the celebrity and the brand. In conclusion, the shared stories on SNS can be a factor in the match-up theory on celebrity endorsed ad effects.

• 한국정보시스템학회지:정보시스템연구
• /
• 제26권4호
• /
• pp.419-442
• /
• 2017

Purpose The purpose of this study is to explore the pattern of user response and it's duration time through social media content response analysis. We also analyze the characteristics of content quality factors which are associate with the user response pattern. The analysis results will provide some implications to develop strategies and schematic plans for the operator of regional marketing on the SNS. Design/methodology/approach This study used mixed methods to verify the effects and responses of social media contents on the users who have concerns about regional events such as local festival, cultural events, and city tours etc. Big data analysis was conducted with the quantitative data from regional government SNSs. The data was collected through web crawling in order to analyze the social media contents. We especially analyzed the contents duration time and peak level time. This study also analyzed the characteristics of contents quality factors using expert evaluation data on the social media contents. Finally, we verify the relationship between the contents quality factors and user response types by cross correlation analysis. Findings According to the big data analysis, we could find some content life cycle which can be explained through empirical distribution with peak time pattern and left skewed long tail. The user response patterns are dependent on time and contents quality. In addition, this study confirms that the level of quality of social media content is closely relate to user interaction and response pattern. As a result of the contents response pattern analysis, it is necessary to develop high quality contents design strategy and content posting and propagation tactics. The SNS operators need to develop high quality contents using rich-media technology and active response contents that induce opinion leader on the SNS.