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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국인체미용예술학회 한국인체미용예술학회지 한국인체미용예술학회지 제16권 제4호
발행연도
2015.1
수록면
125 - 142 (18page)

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The purpose of this study was to determine the effects of the information characteristics of online fashion communities on relationship quality and WOM. The study also analyzed how the classification of online communities based on hosts makes differences in forming relationship quality. Data were collected from a total of 245 members from both communities (79 and 166, respectively) and analyzed with AMOS 6.0. For hypothesis testing, the study model was set with a structural equation modelling to examine the goodness of fit. The present study gained the following results: 1. The consensus of information in online fashion communities was found to have a negative relationship with the consumer-community relationship quality, while the information vividness and interactivity were found to have a positive relationship with the consumer-community relationship quality. 2. It was found that the higher the consumer-community relationship quality is, the more actively they accept and spread WOM. Thus, online fashion shopping malls would do best to take advantage of consumers’ frank, live and vivid information and active interaction among members in online communities. 3. Depending on the types of online fashion communities, the consumer-community relationship quality showed significant differences. The consumer-oriented community, therefore, compared to a business-centered one, was found to have a higher relationship quality.

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