Earticle

초록

영어

Social media are used as a tool which is suitable for delivering various images emotionally in the area of fashion. How deeply consumers are led by the brands to be engaged in the brands’ SNS, how often they visit SNS and gain information, how much empathy they elicit from visitors with their contents and how continuously brands provide up-to-date information are the important factors to raise consumers’ fashion consciousness and draw out their fashion consumption to express themselves. Therefore, this study aims to explore the effect of social media engagement and contents characteristics on fashion consumption tendency and purchase intention. In order to verify the research question, study makes analysis centering on the 2 × 2 × 2 MANCOVA model to draw out results of the differences among groups. As a result of analysis, this study verifies the difference between the effect of social media engagement on purchase intention and the effect of interaction of three variables on fashion consumption propensity and purchase intention and summarizes the implications.

목차

Abstract
1. Introduction
2. Theoretical Background & Hypothesis
2.1 Fashion Consciousness and Purchase Intention
2.2 Social Media Engagement
2.3 Empathy to Contents
2.4 Continuity of Contents
2.5 3-way Interaction of Independent Variables
3. Method
4. Results
5. Discussion
5.1 Discussions and Implications
5.2 Limitations and Future Research
References

키워드

저자

• Min-Sook Park [ Department of Distribution Management, Catholic University of Pusan ] First Author
• Min Kyung Moon [ School of Business, Pusan National University ] Corresponding Author
• Yunji Moon [ Department of Management Information Systems, Catholic University of Pusan ] Co-Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005