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패션 브랜드 이미지 기반 SNS가 플로우, 브랜드 태도에 미치는 영향 : 즐거움 감정의 매개변수를 중심으로
The Effects of Image Based Fashion Brands' SNS Toward Flow and Brand Attitude : Focus on Pleasure Emotion as Mediator 원문보기

Fashion & textile research journal = 한국의류산업학회지, v.16 no.6, 2014년, pp.908 - 920  

고전미 (연세대학교 의류환경학과) ,  신지예 (연세대학교 의류환경학과) ,  고은주 (연세대학교 의류환경학과) ,  채희주 (연세대학교 의류환경학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

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 based SNS with the purpose of sharing various interests has emerged. More and more fashion companies are using image based SNS to use i...

주제어

#패션브랜드 이미지 기반 SNS   #이용 동기   #즐거움   #플로우   #브랜드 태도  

질의응답

핵심어 질문 논문에서 추출한 답변
소셜 네트워크 서비스란 무엇인가? 0(web 2.0) 시대의 도래(Kim, 2009)와 함께 등장한 소셜 네트워크 서비스(Social Network Service)는 인맥을 구축하고 관계를 유지하는 목적을 가지며, 불특정 다수와 관계 맺기를 지원하고, 정보공유, 인맥관리, 자기표현 등을 할 수 있도록 하는 서비스를 말한다(Ko et al., 2013; Oh & Kim, 2014).
패션브랜드들이 인스타그램 공식 계정을 오픈하고 있는 이유는 무엇인가? 국내에서 대표적인 SNS 마케팅 툴로 꼽히는 페이스북과 카카오톡 플러스 친구 이후, 인스타그램은 최근 패션업계에 새로운 마케팅 공간으로 떠오르고 있으며 많은 패션브랜드들이 인스타그램 공식 계정을 오픈하고 있는 추세이다(Oh, 2014). 이는 터치 한두번 만으로도 원하는 사진보정효과(filter)를 적용하여 이용자들간 소통이 가능하며, 읽기 힘든 텍스트보다 한눈에 쉽게 눈에 들어오는 이미지 기반 SNS가 가진 특징이 장점으로 작용하여 패션에 관심이 많은 10-20대의 젊은 이용자들을 끌어들였기 때문으로 보여진다. 또 다른 특징인 해시태그(hashtag)기능은 하나의 키워드를 검색하면 같은 주제의 수많은 이미지를 한 눈에 볼 수 있게 해준다.
이미지를 기반으로 한 대표적인 SNS에는 무엇이 있는가? 이러한 변화는 스마트폰의 등장과 함께 엄청난 양의 콘텐츠가 증가하여 이용자들이 정보를 찾을 때 어려움을 겪게 되어(Platform Advisory Group, 2013), 이용자들이 필요한 공통의 관심사를 공유하는 방향으로 흘러가는 것으로 분석된다. 그 중 대표적인 SNS를 살펴보면 이미지를 기반(Image based)으로 한 인스타그램(Instagram), 핀터레스트(Pinterest), 플리커(Flickr) 등으로 커뮤니케이션 콘텐츠가 이미지로 진화하고 있는 것을 볼 수 있다(Lee, 2014). 가장 많은 이용자들을 보유하고 있는 대표적인 서비스가 인스타그램이다(“DMC Report”, 2012).
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