Abstract
This study is to understand the effects of fashion blog features on commitment, satisfaction, and Word-of-Mouth intention due to the interest shown by fashion companies on fashion blogs as new marketing communication strategies. The survey was conducted from April <TEX>$23^{rd}$</TEX> to May <TEX>$2^{nd}$</TEX>, 2011 and all 300 respondents had visited fashion blogs. The results of this study are described below. First, the study finds that fashion blog features have five dimensions; interactivity, information reliability, convenience of information access, reputation, and intimacy. Commitment consists of behavioral commitment and emotional commitment, and satisfaction consists of two dimensions; information satisfaction and usage satisfaction. Second, behavioral commitment, is positively influenced by all fashion blog features (except for the negative effect on interactivity). Blog features have a positive impact on emotional commitment (except for negative impact on reputation). Third, information satisfaction is influenced by all fashion blog features; however, usage satisfaction is influenced only by interactivity, reputation, and intimacy. Fourth, Word-of-Mouth intention is influenced by all commitment and satisfaction dimensions. The results of this study will help fashion companies use fashion blogs as marketing communication tools.
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