[논문]Effects of Fashion Company's Marketing Activities Using Micro-blogging Services on Chinese Consumer's Attitude toward Company and Purchase Intention

Zhao, Liang; Lee, MiYoung

doi:10.12940/jfb.2014.18.6.157

Effects of Fashion Company's Marketing Activities Using Micro-blogging Services on Chinese Consumer's Attitude toward Company and Purchase Intention 원문보기

패션비즈니스 = Fashion business, v.18 no.6, 2014년, pp.157 - 173

Zhao, Liang (E.Land Fashion (Shanghai) Co. LTD.) , Lee, MiYoung (Dept. of Fashion Design & Textiles, Inha University)

Abstract ▼ AI-Helper

The purpose of this research is to investigate the effects of fashion companies' micro-blogging marketing activities on Chinese consumer attitudes and purchasing intentions. In this research, the technology acceptance model (TAM) was used as the research framework, and innovativeness, self-efficacy, and perceived enjoyment variables were included in the model. Through an online survey, 195 respondents participated in this study. The results were as follows: fashion innovation and self-efficacy have a significant positive effect on perceived usefulness, as well as ease of use. These two factors have a significant positive effect on perceived enjoyment. Furthermore, and most significantly, this perceived enjoyment has a significant effect on the consumer's attitude toward the company, and intention to purchase the fashion company's products.

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문제 정의

In this study, we aimed to investigate the effects of fashion companies’ micro-blogging marketing activities on Chinese consumer attitudes and purchasing intentions. By adding the variable of perceived enjoyment to the technology acceptance model, this research examined the process by which Chinese consumers accept Micro-blog marketing activities based on the aforementioned studies.
In this study, we aimed to investigate the effects of fashion companies’ micro-blogging marketing activities on Chinese consumer attitudes and purchasing intentions.
Thus, consumer behavior may vary, depending on fashion innovativeness, according to the preceding studies. In this study, we have examined innovativeness based on both fashion and technology.

가설 설정

Hypothesis 1-1: Fashion innovativeness will have a positive (+) effect on the perceived usefulness of fashion marketing activities using micro-blogging services.
Hypothesis 2-1: Self-efficacy will have a positive (+) effect on the perceived usefulness of fashion marketing activities using micro-blogging services.
Hypothesis 2-2: Self-efficacy will have a positive (+) effect on the perceived ease of use of fashion marketing activities using micro-blogging services.
Hypothesis 3: Perceived ease of use toward fashion marketing activities that use micro-blogging services will have a positive (+) effect on perceived enjoyment from fashion marketing activities using micro-blogging services.
Hypothesis 4: Perceived usefulness toward fashion marketing activities that use micro-blogging services will have a positive (+) effect on perceived enjoyment from fashion marketing activities using micro-blogging services.
Hypothesis 5: Perceived enjoyment from fashion marketing activities that are implemented via micro-blogging services will have a positive (+) effect on the attitudes of consumers toward companies using micro-blog services.
Hypothesis 6: Consumers’ attitudes toward companies using micro-blogging services will have a positive (+) effect on consumers’ purchase intentions for the products of such companies.

제안 방법

Finally, while this study has offered some valuable insights, a number of limitations found in this paper require further in-depth reflection and examination. This study sampled micro-blog users using convenient sampling techniques.
In this study, a conceptual model was created by establishing fashion innovativeness, technology innovativeness, and self-efficacy -- which can influence user characteristics -- as external variables and by adding perceived enjoyment based on the technology innovativeness model on the basis of the previous studies. The results showed that all variables other than technology innovativeness among the external variables had a statistically significant positive effect.
This study applied the concept of perceived enjoyment to determine the effect on consumers’ attitudes toward the use of micro-blogs by fashion companies.
Finally, while this study has offered some valuable insights, a number of limitations found in this paper require further in-depth reflection and examination. This study sampled micro-blog users using convenient sampling techniques. Therefore, it is difficult to generalize the results of this study for users of Chinese micro-blog services.
, service quality, information quality) and other characteristics of SNS also need to be considered for the future studies. Thus, based on the proposed model in this study, future studies may need to include more variables to this model, and validate the model through structural equation modeling.

대상 데이터

A total of 195 usable questionnaires were collected and used for the analysis. The collected data were processed by using SPSS18.
A total of 195 users (female - 58.5%; male - 41.5%) of Chinese micro-blogs participated in this study. Respondents in their 20s comprised 85.
This study sample was comprised of Chinese consumers who have used micro-blogging services, and for data collection, a copy of the survey was also posted electronically to the uquestion site (www.uqeustions.com.cn) by one of the researcher who is native Chinese. By posting question site, researchers informed the survey participants about the survey online address, followed by the survey process to elicit their participation.

데이터처리

A total of 195 usable questionnaires were collected and used for the analysis. The collected data were processed by using SPSS18.0 for statistical analysis, including a frequency analysis, reliability analysis, and series of regression analyses.

성능/효과

A regression analysis was conducted by defining fashion innovativeness, technology innovativeness, and self-efficacy as the independent variables and defining “perceived usefulness” as the dependent variable in order to determine the effect that the micro-blog marketing activities of the aforesaid fashion companies would have on the perceived usefulness, while consumer characteristics, such as fashion innovativeness, technology innovativeness, and self-efficacy, were established as the external variables.
Especially the results show that micro-blog users’ self-efficacy more significantly affects their perceived ease of use (ß=.515, p<.001) and perceived usefulness (ß=.422, p<.001) toward micro-blog marketing compare to fashion innovativeness (perceived ease of use, ß=.366; perceived usefulness, ß=.363, both p<.001).
In this study, technology innovativeness had no significant effect on the perceived ease of use and usefulness. This result is considered primarily attributable to consumers’ fashion innovativeness, rather than technology innovativeness, in connection with the perceived ease of use toward fashion product purchases via micro-blog services.
The results also showed that the attitude toward the company entity had a positive significant effect (t=15.794, p<.001) on consumer’s purchase intentions, indicating when consumers have more favorable attitudes toward fashion using micro-blog services, their purchase intentions were higher for the products of these specific companies.
The results of this study also showed that the perceived ease of use and perceived usefulness toward fashion marketing activities using micro-blog services had a significant effect on perceived enjoyment. Between perceived ease of use and usefulness, perceived usefulness was more significant factor affecting consumer’s perceived enjoyment of fashion company’s micro-blog services.
The results of this study showed that among consumer characteristics fashion innovativeness and self-efficacy had a positive significant effect on the perceptions of ease of use and usefulness, and perceived ease of use and usefulness significantly affect consumer’s perceived enjoyment.
In this study, a conceptual model was created by establishing fashion innovativeness, technology innovativeness, and self-efficacy -- which can influence user characteristics -- as external variables and by adding perceived enjoyment based on the technology innovativeness model on the basis of the previous studies. The results showed that all variables other than technology innovativeness among the external variables had a statistically significant positive effect. Especially the results show that micro-blog users’ self-efficacy more significantly affects their perceived ease of use (ß=.
The results showed that both fashion innovativeness (t=6.659 p<.001) and self-efficacy (t=9.471, p<.001) had a positive significant effect on perceived ease of use (See Table 3).

후속연구

Despite the high interest in Chinese social networks including micro-blogs, there are not many studies on fashion marketing activities in China using this medium. Thus, the results of this study may provide practical guidance for Chinese local fashion companies or global fashion companies, who are making inroads into the Chinese market, to move ahead with more efficient micro-blog marketing.

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