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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.37 no.2, 2013년, pp.186 - 201
정지은 (서울대학교 의류학과) , 추호정 (서울대학교 생활과학연구소) , 이하경 (서울대학교 의류학과)
This study investigates the effects of information type, direction of information, method of suggestion, tie strength, and interactions among these variables on the acceptance and diffusion of fashion product information in the mobile Facebook environment. Two subsequent studies were conducted to te...
핵심어 | 질문 | 논문에서 추출한 답변 |
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패션혁신성은 무엇인가? | 패션혁신성이란 유행성이 강한 패션제품 혹은 관련 서비스의 채택과 수용에 영향을 미치는 개인의 혁신적인 성향의 정도를 의미한다(Kim & Rhee, 2001). Goldsmith and Stith(1993)의 연구결과, 패션혁신성이 높은 사람들은 대부분 활동적이며 사회적인 성향이 강하며 패션상품을 더 많이 소비하는 경향이 있으므로 신제품 혹은 서비스의 전파에 막대한 영향을 미치는 것으로 나타났다. | |
본 연구에서 모바일 서비스 사용에 개인의 혁신적 성향이 영향을 미칠 것으로 생각한 이유는 무엇인가? | Choi(2004)에 따르면 모바일 서비스를 사용하는데 익숙하고 신기술에 거부감이 없는 사람일수록 모바일 서비스를 더 많이 사용하고자 하는 경향을 지닌다고 하였다. 새로운 기술 혹은 정보에 대해 먼저 시도하려는 사람일수록 모바일 서비스 사용의도가 긍정적이라는 결과는 다른 여러 선행연구들에서도 밝혀졌다(Agawal & Karahanna, 2000; Buellingen & Woerter, 2004). 따라서 본 연구에서는 모바일 서비스 사용에 개인의 혁신적 성향이 영향을 미칠 것으로 보고 기술혁신성과 패션혁신성이 모바일 SNS 구전효과에 미치는 조절적 영향력을 규명하고자 한다. | |
구전정보의 방향성은 어떻게 나눌 수 있는가? | 구전정보의 방향성은 긍정적인 정보와 부정적인 정보로 나눌 수 있으며, 방향성을 다룬 선행연구에서는 대부분 부정적인 정보가 더 효과가 큰 것으로 나타났다(Coovert & Reeder, 1990). 구전정보의 수용에 있어서도 구매의사결정과정에 부정적 정보가 더 큰 영향력을 나타냈고(Richins, 1983), 부정적인 정보일수록 정보의 재구전활동도 더 활발히 이루어지며(Folkes, 1984; Kamins et al. |
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