The purpose of this study was to investigate the effects of power blog self-presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach's alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.
현재 패션기업에게 블로그(blog) 등의 소셜 웹 서비스와 인터넷 쇼핑몰 구매후기 등이 부각되고 있는 이유는 무엇인가?
의류 소비자들은 광고매체보다 블로그와 같은 소셜 웹 서비스와 인터넷 쇼핑몰의 주관적인 구매 후기(상품의 장․단점 등)를 통해 자신의 구매에 필요한 정보를 능동적으로 검색하여 상품 구매 의사를 결정한다
전통적인 TV나 신문지면 광고 등이 소비자에게 더 이상 매력적인 마케팅 방법이지 못함에 따라(Yoo, 2012) 현재 패션기업에게 블로그(blog) 등의 소셜 웹 서비스(social web service)와 인터넷 쇼핑몰의 구매후기 등이 부각되고 있다. 의류 소비자들은 광고매체보다 블로그와 같은 소셜 웹 서비스와 인터넷 쇼핑몰의 주관적인 구매 후기(상품의 장․단점 등)를 통해 자신의 구매에 필요한 정보를 능동적으로 검색하여 상품 구매 의사를 결정한다(Jung, 2011).
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바이럴 마케팅의 온라인 몰 구매후기와 파워 블로그 자기제시가 매개변인 구전효과와 의류구매행동에 미치는 영향
The Research Journal of the Costume Culture = 복식문화연구
, 2016년, pp.600 - 616
(숭실대학교 유기신소재.파이버공학과 )
( 숭실대학교 유기신소재.파이버공학과 )
( 숭실대학교 유기신소재.파이버공학과)