인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국복식학회 International Journal of Costume and Fashion International Journal of Costume and Fashion Vol.20 No.1
- 발행연도
- 2020.6
- 수록면
- 58 - 73 (16page)
- DOI
- 10.7233/ijcf.2020.20.1.058
이용수
초록· 키워드
This study aims to examine the effects of fashion SNS users’ consumption values on customer loyalty and on SNS WOM intentions regarding fashion brands. In addition, the moderating effects of social capital and fashion SNS involvement were explored since these factors have received attention in the consumption behavior research area in relation to SNS marketing environments. To collect reliable and relevant data, an online survey was conducted with male and female participants who are using fashion SNSs, in their 20s and 30s. Factor analysis, reliability verification, and stepwise regression analysis were executed using SPSS 25.0. The results of this study were as follow: 1) The results of analysis of the sub-dimension of consumption values (Hedonic, Utilitarian, Conspicuous, Differential, and Aesthetic), social capital (Instrumental and Relational), and fashion SNS involvement (Interest and Participation) clearly showed factorial structures. 2) Differential and Utilitarian consumption values showed significantly positive impacts on brand loyalty, while Aesthetic and Conspicuous consumption values showed significantly positive influence on SNS WOM intentions. 3) Both social capital and fashion SNS involvement had significant moderating effects on relationships between consumption values and brand loyalty/SNS WOM intentions. Results could be helpful for developing and implementing efficient SNS contents and communication strategies.
#fashion SNS users
#consumption values
#social capital
#involvement
#brand loyalty
#SNS Word of Mouth (WOM)
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목차
- Abstract
- Introduction
- Literature Reviews
- Methodology
- Results
- Conclusions and Implications
- References
참고문헌
참고문헌 신청최근 본 자료
UCI(KEPA) : I410-ECN-0101-2020-381-000896264
