패션 SNS 특성지각이 소비자의 패션제품 구매의도에 미치는 영향

Abstract

The purpose of this study is to reveal the impact of fashion social networking site (SNS) characteristic awareness on fashion product trust and consumer willingness to buy fashion products and present the basic data necessary to construct specific strategies for the market segment in which information is delivered, such as providing information on the promotion direction of brands and products. For research purposes, from 9 November 2018 to 22 November 2018, a professional online research institute was commissioned to investigate male and female adults in their 20s and 30s, and a total of 446 responses were analyzed for statistics using SPSS 25.0 and AMOS 25.0. The results of the study were as follows. Interaction and fashion information provision was found to have a significant effect on fashion product trust, and fashion product trust was found to have a positive effect on purchase intention. By comparing and analyzing the differences between groups that mostly used Facebook and those that used Instagram, the results showed that the impacts of interaction on fashion product trust and fashion product trust on purchase intention in both groups were significant, while fashion information provision was only significant for Instagram users. Fashion information provision is consumers obtaining the information they want from SNSs; during this process, new information is generated and shared. Facebook, however, is thought to be insignificant as many users have already been exposed to the information or advertising exposure of the event, which makes them less sympathetic to the information. The results of this study are expected to help fashion brands that utilize SNSs gain competitiveness in the online market and establish effective strategies for promoting fashion brands and products.