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The Effects of Fashion SNS Characteristic Awareness on the Fashion Product Purchase Intention of Consumers
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패션 SNS 특성지각이 소비자의 패션제품 구매의도에 미치는 영향

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Type
Academic journal
Author
Lee, Hyung Jae (건국대학교) Han, Ki Hyang (건국대학교) Won, Myung Sim (건국대학교)
Journal
The Korean Society of Costume Journal of the Korean Society of Costume Vol.69 No.7(Wn.222) KCI Accredited Journals
Published
2019.11
Pages
109 - 126 (18page)
DOI
10.7233/jksc.2019.69.7.109

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The Effects of Fashion SNS Characteristic Awareness on the Fashion Product Purchase Intention of Consumers
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Research history (2)

2019

The Effects of Fashion SNS Characteristic Awareness on the Fashion Product Purchase Intention of Consumers
Lee ,  Hyung Jae ,  Han Journal of the Korean Society of Costume 2019.11 Academic journal
Effects of Characteristics of Facebook and Instagram on Trust in Fashion Products and Purchase Intention of Consumers
이형재 2019.01 Thesis
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Abstract· Keywords

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The purpose of this study is to reveal the impact of fashion social networking site (SNS) characteristic awareness on fashion product trust and consumer willingness to buy fashion products and present the basic data necessary to construct specific strategies for the market segment in which information is delivered, such as providing information on the promotion direction of brands and products. For research purposes, from 9 November 2018 to 22 November 2018, a professional online research institute was commissioned to investigate male and female adults in their 20s and 30s, and a total of 446 responses were analyzed for statistics using SPSS 25.0 and AMOS 25.0. The results of the study were as follows. Interaction and fashion information provision was found to have a significant effect on fashion product trust, and fashion product trust was found to have a positive effect on purchase intention. By comparing and analyzing the differences between groups that mostly used Facebook and those that used Instagram, the results showed that the impacts of interaction on fashion product trust and fashion product trust on purchase intention in both groups were significant, while fashion information provision was only significant for Instagram users. Fashion information provision is consumers obtaining the information they want from SNSs; during this process, new information is generated and shared. Facebook, however, is thought to be insignificant as many users have already been exposed to the information or advertising exposure of the event, which makes them less sympathetic to the information. The results of this study are expected to help fashion brands that utilize SNSs gain competitiveness in the online market and establish effective strategies for promoting fashion brands and products.
#fashion SNS characteristics awareness(패션 SNS 특성 지각) #fashion product trust(패션제품신뢰) #purchase intention(구매의도)

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 문헌고찰
Ⅲ. 연구방법
Ⅳ. 연구분석 및 결과
Ⅴ. 결론 및 제언
References

References (77)

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안지현 / 2016 / 비모수적 통계방법을 이용한 모바일 페이스북과 인스타그램의 사용자 경험 차이 비교 - 감성인터페이스 모형을 중심으로 - / 디지털융복합연구 14(11):481~488 dbpia Bae, J. / 2016 / The relationship among SNS brand fanpage users and the influence of fanpage characteristics on continuous usage intention and purchase intention: Focusing on the mediating role of brand social presence google schola CEO / The most use of Facebook and t he primary goal of strengthening corporate and pro duct awareness [페이스북 가장 많이 활용, 기업과 상품 인지도 강화 주목적] google schola Che, Y. / 2014 / The effects of the characteristics of SNS on brand attitude and brand trust google schola 조은미 / 2015 / 기업의 사회적 책임 활동과 사회적기업 태도 및 사회적기업 제품 신뢰가 구매의도에 미치는 영향 : 사회적 기업가의 관점에서 / 전문경영인연구 18(1):69~98 google schola

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