이모티콘 관심도가 콜라보레이션 패션 상품 구매의도에 미치는 영향 - Preacher & Hayes의 매개효과 분석을 적용하여 -

Abstract

Recently, the fashion industry collaborates with mobile messenger emoji to create fashion products. However, consumer behavior research on fashion collaboration with emoji is very limited. This study investigates female college students’ attitudes and purchases intentions toward fashion collaboration with emoji. SPSS 21.0 was used for the empirical analysis, and frequency analysis, multiple response analysis, exploratory factor analysis, reliability test, and mediation effect analysis using process macro by Preacher & Hayes were performed. The results show that there were fewer consumers who own fashion goods that collaborated with emoji than those who do not. Accessories were the most popular collaboration products. The present study showed that consumers’ interest in emoji directly affected consumers’ purchase intentions toward emoji collaborations, and consumers’ interest in emoji collaborations has a mediating role between interest in emoji and purchase intention toward emoji collaborations. Consumers’ interest in emoji has a direct effect on consumers’ intention to purchase fashion collaboration emojis when controlling interest in fashion collaboration emojis. In other words, the interest in emoji has a positive effect on the purchase intentions of fashion goods collaboration with emoji. Fashion collaborations with emoji help fashion brands form positive attitudes and brand image. For a newly established brand, collaboration with emoji will be effective brand advertising. Emoji collaborations will be used as a visual merchandising display technique and will be beneficial to fashion brands. Moreover, it will be effective for creating demand and exclusivity through low production volume.