뉴 미디어 시대 패션소비자의 정보 탐색과 공유
Fashion consumers’ information search and sharingin new media age
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
As mobile shopping has increased in the new media age, fashion consumers’ decision making and product consumption processes have changed. The volume of consumer- driven information has expanded since media and social networking sites have enabled consumers to share information they obtain. The purpose of this study was to determine the factors affecting information searching strategies and information sharing about fashion products. An online survey collected data from 466 respondents, relating to the influence of product price level and consumer SNS commitment level on information search and information sharing. Experimental design of three product price level and two consumer SNS commitment level was used. Analysis of the data identified factors in fashion information searching as ongoing searching, prepurchase web portal information search, and prepurchase marketing information search. For low-price fashion products, prepurchase product-detail influenced intention to share information. For mid-priced products, ongoing search significantly affected intention to share information. Both ongoing search and prepurchase marketing information search showed significant effects for high-price products. Consumers who are more committed to SNS engaged in significantly more searching in all aspects of information search factors. Significant interaction effect was detected for consumer SNS commitment level and product price level. When consumers with low consumer SNS commitment search for information on lower-priced fashion products, they are less likely do a prepurchase web portal information search.
Abstract
As mobile shopping has increased in the new media age, fashion consumers’ decision making and product consumption processes have changed. The volume of consumer- driven information has expanded since media and social networking sites have enabled consumers to share information they obtain. The purpose of this study was to determine the factors affecting information searching strategies and information sharing about fashion products. An online survey collected data from 466 respondents, relating to the influence of product price level and consumer SNS commitment level on information search and information sharing. Experimental design of three product price level and two consumer SNS commitment level was used. Analysis of the data identified factors in fashion information searching as ongoing searching, prepurchase web portal information search, and prepurchase marketing information search. For low-price fashion products, prepurchase product-detail influenced intention to share information. For mid-priced products, ongoing search significantly affected intention to share information. Both ongoing search and prepurchase marketing information search showed significant effects for high-price products. Consumers who are more committed to SNS engaged in significantly more searching in all aspects of information search factors. Significant interaction effect was detected for consumer SNS commitment level and product price level. When consumers with low consumer SNS commitment search for information on lower-priced fashion products, they are less likely do a prepurchase web portal information search.
참고문헌 (43)
- Ahn, K. H., "Fashion consumer behavior" (2016), Soohaksa
- Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Processes, 50(2), pp.179~211 (1991)[DOI]
- Arenas-Gaitan, J., "Antecedents of WOM: SNS-user segmentation", Journal of Research in Interactive Marketing, 12(1), pp.105~124 (2018)[DOI]
- Beatty, S. E., "External search effect: An investigation across several product categories", Journal of Consumer Research, 14(1), pp.83~95 (1987)[DOI]
- Bloch, P. H., "Consumer search: An extended framework", Journal of Consumer Research, 13(1), pp.119~126 (1986)[DOI]
- Brown, J., "Word of mouth communication within online communities: Conceptualizing the online social network", Journal of Interactive Marketing, 21(3), pp.2~20 (2007)[DOI]
- Bruce I. Carlin, "Millennial-Style Learning: Search Intensity, Decision Making, and Information Sharing", Management Science, 64(7), pp.3313~3330 (2018), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- Chen, A., "What drives content creation behavior on SNSs? A commitment perspective", Journal of Business Research, 66(12), pp.2529~2535 (2013)[DOI]
- Chen, C.-J., "To give or to receive? Factors influencing members' knowledge sharing and community promotion in professional virtual communities", Information & Management, 47(4), pp.226~236 (2010)[DOI]
- 최아영, "멀티채널 환경에서 소비자는 어떻게 정보를 탐색하는가?: 선호하는 정보원천에 따른 소비자 유형화와 관련 요인", 소비자학연구, 23(2), pp.135~164 (2012), 한국소비자학회[DOI]
- Court, D., "The consumer decision journey", McKinsey Quarterly, 3, pp.1~11 (2009)
- Day, R. L., "Extending the concept of consumer satisfaction", Advances in Consumer Research, 4, pp.149~154 (1977)
- Gruen, T. W., "Relationship marketing activities, commitment, and membership behaviors in professional associations", Journal of Marketing, 64(3), pp.34~49 (2000)[DOI]
- Herr, P. M., "Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective", Journal of Consumer Research, 17(4), pp.454~462 (1991)[DOI]
- Hirschman, E. C., "Hedonic consumption: Emerging concepts, methods, and propositions", Journal of Marketing, 46(3), pp.92~101 (1982)
- Hoffman, D. L., "Marketing in hypermedia computer-mediated environments: Conceptual foundations", Journal of Marketing, 60(3), pp.50~68 (1996)[DOI]
- Hu, Z., "Research on We Chat matrix marketing process of e-commerce enterprises based on AISAS model", Proceedings of 2017 International Conference on Arts and Design, Education and Social Sciences, pp.878~884 (2017)
- Jansen, B. J., "Twitter power: Tweets as electronic word of mouth", Journal of the Association for Information Science and Technology, 60(11), pp.2169~2188 (2009)[DOI]
- 정여진, "Preliminary Evidence for the Psychophysiological Effects of a Technological Atmosphere in E-Commerce", 감성과학, 21(1), pp.45~58 (2018), 한국감성과학회[DOI]
- Kalakota, R., "M-business: The race to mobility" (2002), McGraw-Hill
- 김균, "정보탐색 동기에 따른 온라인 정보탐색 유형에 관한 연구", 광고학연구, 20(1), pp.155~169 (2009), 한국광고학회
- 이동일, "개인검색기반 키워드광고 구매전환모형 개발", 한국경영과학회지, 38(1), pp.123~138 (2013), 한국경영과학회[DOI]
- 이희정, "모바일 쇼핑에서 항공 및 여행 패키지 상품의 충동구매 및 후회감에 영향을 미치는 요인 - 모바일 능숙도, 가격민감도, 조절초점을 중심으로 -", 한국항공경영학회지, 14(5), pp.29~45 (2016), 한국항공경영학회
- Lee, J. S., "A study on the usage pattern modeling of shopping mall by data mining", master's, pp.2007
- Lim, J. W., "An empirical study on virtual store choice", Korea Marketing Review, 15(1), pp.85~102 (2000)
- Moe, W. W., "Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream", Journal of Consumer Psychology, 13(1, pp.2) (2003), 29~39
- Moorman, C., "Relationships between providers and users of marketing research: The dynamics of trust within and between organizations", Journal of Marketing Research, 29(3), pp.314~328 (1992)[DOI]
- Mugge, R., "Product attachment and satisfaction: Understanding consumers' post-purchase behavior", Journal of Consumer Marketing, 27(3), pp.271~282 (2010)[DOI]
- O'Cass, A., "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing", Journal of Economic Psychology, 21(5), pp.545~576 (2000)[DOI]
- Okada, E. M., "Justification effects on consumer choice of hedonic and utilitarian goods", Journal of Marketing Research, 42(1), pp.43~53 (2005)[DOI]
- Okazaki, S., "Responses to an advergaming campaign on a mobile social networking site: An initial research report", Computers in Human Behavior, 28(1), pp.78~86 (2012)[DOI]
- 박철, "온라인 구전효과에 영향을 미치는 요인에 관한 비교문화적 실증연구", 경영학연구, 35(6), pp.1617~1647 (2006), 한국경영학회
- 박지영, "페이스북 이용 동기에 따른 상호작용성이 패션제품의 구전의도 및 구매의도에 미치는 영향", 박사, 패션학과 패션마케팅전공, pp.2014
- Peterson, R. A., "Consumer information search behavior and the Internet", Psychology & Marketing, 20(2), pp.99~121 (2003)[DOI]
- Rao, S., "Effects of environmental perceptions and cognitive complexity on search and information processing", Psychology & Marketing, 4(4), pp.287~303 (1987)
- Reis, H. T., "Social psychology: Handbook of basic principles", pp.523~563 (1996), Guilford Press
- Richins, M. L., "Post-purchase product satisfaction: Incorporating the effects of involvement and time", Journal of Business Research, 23(2), pp.145~158 (1991)[DOI]
- Schmidt, J. B., "A proposed model of external consumer information search", Journal of the Academy of Marketing Science, 24(3), pp.246~256 (1996)[DOI]
- 신수아, "소비자의 정보탐색시기별 모바일 정보검색행동에 대한 탐색적 연구 - 소비자 성향을 중심으로 -", 소비자학연구, 27(3), pp.219~239 (2016), 한국소비자학회
- Sugiyama, K., "The dentsu way: Secrets of cross switch marketing from the world's most innovative advertising agency" (2010), McGraw-Hill
- Swan, J. E., "Postpurchase communications by consumers", Journal of Retailing, 65(4), pp.516~533 (1989)
- Vazquez, S., "A classification of user-generated content into consumer decision journey stages", Neural Networks, 58, pp.68~81 (2014)[DOI]
- Xu, C., "Research on the marketing strategy of the new media age based on AISAS model: A Case study of micro channel marketing", Proceedings of the Fourth International Forum on Decision Sciences, pp.477~486 (2017)