지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study is to understand the effects of fashion blog features on commitment, satisfaction, and Word-of-Mouth intention due to the interest shown by fashion companies on fashion blogs as new marketing communication strategies. The survey was conducted from April $23^{rd}$ to May $2^{nd}$, 2011 and all 300 respondents had visited fashion blogs. The results of this study are described below. First, the study finds that fashion blog features have five dimensions; interactivity, information reliability, convenience of information access, reputation, and intimacy. Commitment consists of behavioral commitment and emotional commitment, and satisfaction consists of two dimensions; information satisfaction and usage satisfaction. Second, behavioral commitment, is positively influenced by all fashion blog features (except for the negative effect on interactivity). Blog features have a positive impact on emotional commitment (except for negative impact on reputation). Third, information satisfaction is influenced by all fashion blog features; however, usage satisfaction is influenced only by interactivity, reputation, and intimacy. Fourth, Word-of-Mouth intention is influenced by all commitment and satisfaction dimensions. The results of this study will help fashion companies use fashion blogs as marketing communication tools.
목차
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참고문헌 (53)
참고문헌 신청
배상욱 / 2006 / 인터넷 쇼핑몰에서 위험감소단서와 친숙성이 쇼핑몰 재이용의도에 미치는 영향에 관한 연구 / 소비자학연구 17(1):43~71
Bae, S. Y. / 2010 / How can online sellers use blogs as online consumer review source / Proceedings of Korean Institute of Industrial Engineers, Spring Conference, Korea :1~7
Blackwell, R. D. / 2006 / Consumer behavior (10th ed.) / Thomson
Blattberg, R. C. / 1991 / Interactive marketing: Exploiting the age of addressability / Sloan Management Reviews 33(1):5~14
조철호 / 2007 / 블로그 서비스품질이 서비스가치와 고객만족에 미치는 영향 : 싸이월드를 중심으로 / 품질경영학회지 35(1):35~51
Bae, S. Y. / 2010 / How can online sellers use blogs as online consumer review source / Proceedings of Korean Institute of Industrial Engineers, Spring Conference, Korea :1~7
Blackwell, R. D. / 2006 / Consumer behavior (10th ed.) / Thomson
Blattberg, R. C. / 1991 / Interactive marketing: Exploiting the age of addressability / Sloan Management Reviews 33(1):5~14
조철호 / 2007 / 블로그 서비스품질이 서비스가치와 고객만족에 미치는 영향 : 싸이월드를 중심으로 / 품질경영학회지 35(1):35~51
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