본문 바로가기
KERD
논문KCI 등재

패션 브랜드 이미지 기반 SNS가 플로우, 브랜드 태도에 미치는 영향 : 즐거움 감정의 매개변수를 중심으로

The Effects of Image Contents Based Fashion Brands’ SNS Toward Flow and Brand Attitude : Focus on Pleasure Emotion as Mediator

고은주|신지예|채희주|고전미
한국의류산업학회 (The Society of Fashion and Textile Industry)|2014.12|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제16권 제6호|pp. 908-920

0

조회

0

다운로드

38

인용

0

참고문헌

키워드

플로우이용동기pleasure즐거움브랜드태도flowusage motivationbrand attitude패션브랜드이미지기반 SNSimage contents based fashion brands’ SNS
주제분류생활과학

초록

As social networking service (SNS) users’ needs and wants have become more diverse, SNS is designed to provide various services and functions. As a result, an image content based SNS with the purpose of sharing various interests has emerged. More and more fashion companies are using image based SNS to use it as a medium to better communicate with their customers. This study investigates the effect of usage motivation of image based SNS with the emotion of pleasure as the mediator and its impact towards flow and brand attitude. In order to verify the research model and to test the proposed hypotheses, we conducted a pilot test on 8 image based SNS heavy users, and followed through with 215 questionnaires which were collected via online survey. The results of this study are as follows. Each usage motivation of image based SNS had significant effect on each pleasure. The visual impact had a positive effect on sensory pleasure and the common interest significantly influenced the user’s affective preference. Curating, simplicity and interconnecting had a positive effect on cognitive pleasure. Affective and cognitive pleasures except sensory pleasure positively impacted the user on flow. The cognitive pleasure had a positive effect on the brand attitude. Lastly, flow had a positive effect on the brand attitude. This study is the foundation of the image based SNS academically in the new media research. Furthermore, it suggests managerial implications of a company to provide effective marketing strategy to make the best use of image based SNS.

Abstract

As social networking service (SNS) users’ needs and wants have become more diverse, SNS is designed to provide various services and functions. As a result, an image content based SNS with the purpose of sharing various interests has emerged. More and more fashion companies are using image based SNS to use it as a medium to better communicate with their customers. This study investigates the effect of usage motivation of image based SNS with the emotion of pleasure as the mediator and its impact towards flow and brand attitude. In order to verify the research model and to test the proposed hypotheses, we conducted a pilot test on 8 image based SNS heavy users, and followed through with 215 questionnaires which were collected via online survey. The results of this study are as follows. Each usage motivation of image based SNS had significant effect on each pleasure. The visual impact had a positive effect on sensory pleasure and the common interest significantly influenced the user’s affective preference. Curating, simplicity and interconnecting had a positive effect on cognitive pleasure. Affective and cognitive pleasures except sensory pleasure positively impacted the user on flow. The cognitive pleasure had a positive effect on the brand attitude. Lastly, flow had a positive effect on the brand attitude. This study is the foundation of the image based SNS academically in the new media research. Furthermore, it suggests managerial implications of a company to provide effective marketing strategy to make the best use of image based SNS.

참고문헌 (69)

  1. "200 Million Strong" (2014)[URL]
  2. "200 Million Users" (2014)[URL]
  3. 안지선, "디자인 전공수업에서 앱을 활용한 스마트러닝으로서의 학습 사례연구 - 인스타그램을 중심으로 -", 일러스트레이션 포럼, 15(38), pp.47~56 (2014), 한국일러스트레이션학회
  4. Chae, H. J., "(The) effects of customer social participation on customer equity : Focus on social media service of global fashion brand", 박사, pp.2013
  5. Cho, J. H., "A study of SNS(Social Networking Service) marketing strategy of fashion brands", Proceedings of the Korean Society of Consumer Studies, 11, pp.228~232 (2012)
  6. 최은영, "패션 브랜드의 페이스북 커뮤니케이션을 통한 프로모션 사례연구 - 공감, 참여적 요소를 중심으로 -", 복식, 62(01), pp.137~151 (2012), 한국복식학회
  7. 최상민, "소셜 네트워크 서비스(SNS)의 인지된 즐거움과 지속적 사용의도에 관한 실증연구", 인터넷전자상거래연구, 12(3), pp.95~112 (2012), 한국인터넷전자상거래학회
  8. 최미영, "패션브랜드 온라인 커뮤니티 참여유형에 따른 커뮤니티 참여혜택과 커뮤니티 애호도 차이", 한국패션디자인학회지, 13(4), pp.85~104 (2013), 한국패션디자인학회
  9. Csikszentmihalyi, M., "Flow: The psychology of optimal experience" (2007), Harper Perennial
  10. DMC Media. Understanding of Social Market and Consumer, Issue & Trend, "DMC", DMC Media, ~ (2012)
  11. Donovan, R. J., "Store atmosphere: an environmental psychology approach", Journal of Retailing, 58(1), pp.34~ (1982)
  12. Donovan, R. J., "Store atmosphere and purchasing behavior", Journal of Retailing, 70(3), pp.283~294 (1994)
  13. Douglas, Y., "The pleasure principle:immersion, engagement, flow", Proceedings of the Eleventh ACM Conference on Hypertext and Hypermedia, pp.153~160 (2000)
  14. Eroglu S. A., "Atmospheric qualities of online retailing: a conceptual model and implications", Journal of Business research, 54(2), pp.177~184 (2001)
  15. Fiore, A. M., "Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences", Psychology & Marketing, 17(1), pp.2754~ (2000)
  16. Fishbein, M., "Belief, attitude, intention and behavior: An introduction to theory and research" (1975), Addison-Wesley
  17. Ghani, J. A., "Task charavteristics and the experience of optimal flow in human – computer interaction", The Journal of Psychology, 128(4), pp.381~391 (1994)
  18. Gilbert, E., "“I need to try this!”: A statistical overview of pinterest", CHI '13 Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, pp.2427~2436 (2013)
  19. Guo, Y. M., "Beyond the test of the four channel model of flow in the context of online shopping", Communications of the Association for Information Systems, 24(1), pp.48~ (2009)
  20. Guo, Y. M., "Antecedents of flow in online shopping: a test of alternative models", Information Systems Journal, 19(4), pp.369~390 (2009)
  21. Hall, C., "Social curation on the website pinterest. com", Proceedings of the American Society for Information Science and Technology, 49(1), pp.1~9 (2012)
  22. Hoffman, D. L., "Marketing in hypermedia computer-mediated environments: conceptual foundations", The Journal of Marketing, pp.50~68 (1996)
  23. Jeffrey, S. A., "Factors influencing impulse buying during on online purchase", Electronic Commerce Research, 7(3), pp.367~379 (2007)
  24. 윤한성, "An Empirical Study on Predicting User Acceptance of Blog", 인터넷전자상거래연구, 9(4), pp.505~521 (2009), 한국인터넷전자상거래학회
  25. 정만수, "모바일 매체 플로우와 광고유형이 광고 효과에 미치는 영향", 광고연구, (94), pp.5~38 (2012), 한국광고홍보학회
  26. Jung, C. J., "A study on the visual function's expansion of print advertising", Korea Journal of Social Science, 28(2), pp.145~162 (2006)
  27. Jung, I. H., "Study in image-Based social curation interface improvement to build self identity", Paper presented at International Journal of Asia Digital Art and Design (2013)
  28. Jung, S. Y., "The consequences of customer experience and the determinants of customer loyalty in apparel market", 석사, pp.2013
  29. Keller, K. L., "Conceptualizing, measuring, and managing consumer based brand equity", Journal of Marketing, 57(1), pp.1~22 (1993)
  30. 김병주, "이미지 스토리텔링을 활용한 소셜 큐레이션의 속성에 관한 연구", 조형미디어학, 16(3), pp.1~10 (2013), 한국일러스아트학회
  31. 김은영, "비쥬얼 이미지 정보의 점화효과에 따른 디자인 적용방안- 상업용 웹사이트 배경화면 디자인을 중심으로-", 디자인학연구, 16(3), pp.273~280 (2003), 한국디자인학회
  32. Kim, H. J., "A study on the one source multiuse platform model directions by consolidation of culture contents : Focusing on the design contents information network system", 박사, pp.2013
  33. Kim, J. Y., "Vertical platform" (2012), Cloudbooks
  34. Kim, M. J., "A case study of website interface for using photo contents based on Web 2.0", 석사, pp.2009
  35. Kim, M. J., "Impact on customer loyalty, store experience", Proceeding of Korea Society of Computer & Information, 2, pp.373~376 (2011)
  36. 김상희, "소비자의 정서적 즐거움과 인지적 즐거움: 인지와 감정의 동적관계", 경영학연구, 40(2), pp.255~295 (2011), 한국경영학회
  37. Kim, S. Y., "Perceived interactivity and web site loyalty; On the role of flow as a mediating variable", Journal of Consumer Studies, 12(4), pp.185~208 (2001)
  38. Kim, Y. S., "A study on emotional experience through image sharing on SNS: Centered on facebook", 석사, pp.2012
  39. 고은주, "Which content types increase participation in fashion social platforms?", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.297~313 (2013), 한국마케팅과학회[DOI]
  40. Koufaris, M., "Applying the technology acceptance model and flow theory to online consumer behavior", Information Systems Research, 13(2), pp.205~223 (2002)
  41. 권업, "종업원의 감정반응(PAD), 애착행위, 지식공유 및 신제품 혁신성간의 상호작용(reciprocal effect)에 관한 연구", 경영학연구, 31(4), pp.8~1068 (2002), 한국경영학회
  42. Lee, G. E., "A study on the fashion brand marketing using social media : Focused on the application of pinterest and instagram", 석사, pp.2014
  43. Lee, H. J., "A study on social curation services: Focused on analyzing content cases", 석사, pp.2013
  44. 이종호, "점포환경으로 인한 환기와 즐거움, 행동의도 간의 관계에 대한 연구: 쇼핑 가치에 의한 조절변수를 중심으로", 유통연구, 13(4), pp.21~46 (2008), 한국유통학회
  45. 이승인, "인터넷쇼핑몰 서비스품질이 소비감정과 플로우 경험에 미치는 영향에 관한 연구 – PAD 모형을 활용한 Flow 이론 정교화 관점에서 -", 소비자학연구, 24(1), pp.1~29 (2013), 한국소비자학회
  46. 이수영, "마이크로 블로그 이용자의 능동성에 관한 탐색적 연구: 트위터와 미투데이 이용자의 생산적 활동을 중심으로", 방송통신연구, (73), pp.171~200 (2011), 한국방송학회
  47. Lee, Y. J., "A study on the effects of the characteristics of fashion brand's mobile SNS on brand attachment and brand loyalty", 석사, pp.2014
  48. Lutz, L. A., "Effect of interactive imagery on learning : Application to advertising", Journal of Applied Psychology, 62(4), pp.493~498 (1997)
  49. Mehrabian, A., "An approach to environmental psychology" (1974), The MIT Press
  50. Mitchell, A. A., "The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement", Journal of Consumer Research, 13(1), pp.12~24 (1986)
  51. Novak, T. P., "Measuring the customer experience in online environments: A structural modeling approach", Marketing science, 19(1), pp.22~42 (2000)
  52. "Rising of Instagram in Fashion and Beauty Industry…"Let’s meet on Instagram"" (2014)[URL]
  53. 오미현, "SNS 특성에 의한 패션제품 소비자태도가 구매의도 및 온라인구전에 미치는 영향", 한국패션디자인학회지, 14(1), pp.101~120 (2014), 한국패션디자인학회
  54. Oh, S. S., "A study on the uses and gratifications of twitter and facebook", 석사, pp.2010
  55. 박병욱, "블로그 특성이 브랜드 태도에 미치는 영향", 마케팅논집(Journal of Marketing Studies), 16(3), pp.1~40 (2008), 한국전략마케팅학회
  56. Park, N., "Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes", CYBERPSYCHOLOGY BEHAVIOR, 12(6), pp.729~733 (2009), MARY ANN LIEBERT INC
  57. 박신영, "인터넷 쇼핑몰에서 플로우가 패션제품 충동구매를 통해 소비자 만족에 미치는 영향", 한국의류산업학회지, 15(4), pp.533~542 (2013), 한국의류산업학회
  58. Park, S. Y., "Effect of in-store experience on brand attitude and purchase intention", EWHA MANAGEMENTREVIEW, 23(2), pp.69~93 (2005)
  59. "Attention! Nike and etc" (2014)[URL]
  60. Platform Advisory Group, "Indicating the platform V1.5" (2013), Cloudbooks
  61. Seo, M. O., "The influence of the brand blog characteristics upon consumers", 석사, pp.2006
  62. 송영욱, "인터넷쇼핑몰의 점포이미지가 구매의도에 미치는 영향 : 플로우와 정보탐색의도의 매개효과를 중심으로", e-비즈니스연구, 7(4), pp.59~ (2006), 국제e-비즈니스학회
  63. Sung, J. H., "A study on the effect of motive for using mobile SNS on the flow for using mobile SNS", 석사, pp.2012
  64. AMOS, "Statistical Analyses Using SPSS", pp.2011, Song, J. J.
  65. Trevino, L. K., "Flow in computer-mediated communication electronic mail and voice mail evaluation and impacts", Communication Research, 19(5), pp.539~573 (1992)
  66. Vaidyanathan, R., "Strategic brand aliances : Implications of ingredient branding for national and private label brands", Journal of Productand Brand Management, pp.214~228 (2000)
  67. Webster, J., "The dimensionality and correlates of flow in human-computer interations", Computers in human behavior, 9(4), pp.411~426 (1994)
  68. Wilkie, W. L., "Consumer behavior. 2nd ed." (1990), John Wiley
  69. 윤설민, "플로우 경험의 구성요소, 만족도, 그리고 행동의도 간 구조적 관계 - 템플스테이 방문객을 중심으로 -", 관광연구, 26(6), pp.227~246 (2012), 대한관광경영학회

관련 논문AI추천

패션 브랜드 모바일 SNS의 특성이 브랜드 애착 및 브랜드 충성도에 미치는 영향에 관한 연구이영주, 이유정복식문화학회 · 복식문화연구2014 · 제22권 제5호패션브랜드 인스타그램 사용자 특성에 따른 이용현황 및 소비자태도나성민, 이윤아, 이지연한국의상디자인학회 · 한국의상디자인학회지2015 · 제17권 제4호The Effects of Digital Signage on Flow and Brand Attitudes: The Mediating Role of Pleasure김한나, 지경하한국패션비즈니스학회 · 패션 비즈니스2018 · 제22권 제6호인터넷 쇼핑몰에서 플로우가 패션제품 충동구매를 통해 소비자 만족에 미치는 영향박신영, 박은주한국의류산업학회 · 한국의류산업학회지2013 · 제15권 제4호패션브랜드의 이미지 기반 SNS에서 해시태그의 이용동기가 고객소셜참여와 브랜드 자산에 미치는 영향: SNS 참여도의 조절효과를 중심으로고은주, 신지예, 채희주한국의류산업학회 · 한국의류산업학회지2015 · 제17권 제6호인스타그램 마케팅의 게임 다이내믹스 차원이 소비자의 반응에 미치는 영향신재원, 안태현, 이현화복식문화학회 · 복식문화연구2019 · 제27권 제2호

이 간행물의 다른 논문 (19건)

예술적 패러다임 전환기에 나타난 서양 여성 복식의 미적 특성과 현대적 표현전여선, 김영삼pp. 835-848치매환자용 기능성 의류개발이승민, 이경옥pp. 849-859Fashion Styles and Aesthetic Values represented in Bridesmaid dresses이진아, 김영삼pp. 860-870무정형 패션에 대한 동·서양의 시각 비교임은혁, 박선지pp. 871-878인터넷 쇼핑몰에서 패션제품의 충동구매와 만족에 관한 한국과 중국 간 비교분석강은미, 유정, 박은주pp. 879-887
원문 보기