Spreading the Word of Fashion

Klaus-Peter Wiedmann,Nadine Hennigs,Sascha Langner 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.3

Regarded as the most powerful force in the fashion marketplace, often more powerful and valuable than planned communication from marketing organizations, word-of-mouth (WOM) has been recognized in marketing research for many decades. Who are the main transmitters of WOM, and why are some of them more successful at diffusing new fashions and styles in social networks than others? How can social influencers be characterized? A comprehensive understanding and management of fashion-oriented referral behavior implies the in-depth analysis of its conditions and drivers, as well as the identification of those customers with the highest social influence potential and WOM value. The contribution of this paper is to give a theoretical and empirical overview of relevant factors characterizing social influencers in fashion marketing and their fashion-oriented referral behavior. In the course of the paper, ten different factors are described and empirically tested, characterizing three different clusters of social influencers: the fashion superspreaders, the narrative fashion experts and the helpful friends. A comprehensive understanding and better management of WOM referral behavior implies the in-depth analysis of its conditions and drivers as well as the identification of those customers with the highest social influence potential and value. According to Columbia voting studies, social influence is related to “who one is,” “what one knows” and “whom one knows”. “Who one is” and “what one knows” affect the individual capital that results from several demographic, psychographic, and personality variables. The importance of "whom one knows" was subdivided into the idea of accessibility – addressing an influencer’s central location in the networks in which he is embedded – and the idea that an "… individual may be influential not only because people within his group look to him for advice but also because of whom he knows outside his group". Thus, for the purposes of this paper, the WOM behavior and referral style of customers is to be related to the customer’s individual and social capital attributes: A customer’s individual capital includes a customer’s personality, knowledge, skills and abilities. Relating to a profound understanding of WOM communications, a customer’s social capital requires the existence of and the effects resulting from specific and sustained social relationships between consumers. In terms of a customer’s reference value, social capital addresses his social resources and is related to the effects of WOM referral behavior, such as the customer’s opportunity, motivation, and ability to disseminate WOM, as well as the scope, contents, and influence of the referral flows. To analyze the relevancy of different variables measuring individual and social capital to portray high social influence potential in a more aggregated sense, the dimensions of individual and social capital needed to be operationalized. Preparing the empirical test of our model, we used already existing and tested measures and generated further items resulting from exploratory inter-views resulting from exploratory interviews with marketing and fashion experts being asked what individual traits or social resources they associate with social influencers. The first version of our questionnaire was face validated twice using exploratory and expert interviews and pre-tested with 50 respondents to identify the most important and reduce the total number of items. The sample used in this study was defined as male or female German respondents, aged 18 years and older. A total of 480 interviews were conducted in the summer of 2007. Data were analyzed in three stages: First, the various dimensions underlying the individual and social capital of social influencers were uncovered by a factor analysis using the principal component method with varimax rotation.

관광정보 공유를 위한 소셜 미디어의 역할

한희정(Hee Jeong Han),정남호(Nam Ho Chung) 한국경영학회 2014 經營學硏究 Vol.43 No.4

Recently, more and more people are using social media to create relationships and shareinformation. Thanks to the maturing mobile digital environment, social media is becoming anincreasingly useful tool in information-gathering, and it has brought about changes in touristbehavior. People also use a variety types of social media to search for tourism information, share content, and exchange their thoughts. As a result, many studies on social media withinthe context of tourism have been undertaken-many of which focus mainly on identifying thereception of information and the formation of attitudes. However, the influence of cognitiveprocesses, social relationships, and other user effects on intention to share tourism information has seldom been examined. This study was designed to identify the determinants of userintention to share tourism information through the use of social media, by using the unifiedtheoretical framework of the elaboration likelihood model, social influence theory, and socialcapital theory. To explain the intention to share tourism information through the use of socialmedia, this study combines these theories and examines the influence of argument quality and source credibility, as these drive user assessments of perceived usefulness, social capital, and social influence. This study makes use of a sample dataset of 700 individuals who use social media to search for tourism information; we analyzed the suggested hypotheses by making use of the structural equation model. We found that source credibility was a predictor of perceived usefulness, socialcapital and social influence. And perceived usefulness and social influence had a significant effect on social capital. Furthermore perceived usefulness, social capital, and social influence affected the intention to share tourism information; however, argument quality was not found to be a predictor of perceived usefulness. Accordingly, the findings of this study bear some theoretical and practical implications. The theoretical implications of this study are as follows. First, this study explains the individuallevelintention to share tourism intention, using a unified theoretical framework based on the elaboration likelihood model, as well as social influence theory and social capital theory. Second, this study confirms the relationships among argument quality, source credibility, social influence, perceived usefulness, social capital, and intention to share tourism information. Additionally, this study provides some practical guidelines for the tourism industry. First, the results show that source credibility has an effect on perceived usefulness; thus, there is a need in socialmedia to promote source credibility in preference to argument quality. Second, tourism enterprises, government, and destination-marketing organizations that use social media should closely examine people’s opinions on it. Finally, given the strong effect of perceived usefulness and socialcapital on the intention to share tourism information, social media should provide informationsearchfeatures, and tourism marketing professionals should pay closer attention to building relationships with users.

소셜미디어의 경험과 인플루언서가 소비자의 소셜미디어 만족도와 구매의도에 미치는 영향력에 관한 연구

이영애,하규수 한국벤처창업학회 2020 벤처창업연구 Vol.15 No.2

As expanding marketing channels via social media, a small number of ordinary people have played a role in the information disseminator on social media. Therefore, this study aims to propose efficient social media marketing operation strategies by analyzing the influence relationship from various prospective on beauty channel social media marketing This study examined how beauty channel social media experience affects satisfaction and purchase intend. The components of social media experience were divided into entertainment, interaction, trendiness, usefulness for analysis. Social media experience was confirmed as a factor having significant effect on satisfaction and purchase intend. As a result, the social media experience had a significant effect on the satisfaction and purchase intend and the influence relationship of social media experience on each component was found to be entertainment, usefulness. Also, the expertise of beauty influencers had a significant influence on satisfaction and purchase intend. It is expected that the study results would be available as important data for beauty influencer-based marketing. This study attempted to search for a marketing stratege plan for efficient consumer management and derive and suggest practical implications. 소셜미디어가 마케팅 채널로 확대됨에 따라 소수의 일반인들도 소셜네트워크 서비스의 정보보급자 역할을 담당하고 있다. 본 연구의 목적은 뷰티채널의 소셜 미디어 마케팅에 관한 다양한 관점에서 그 영향관계를 분석하여 효율적인 소셜미디어 마케팅 운영 전략 방안을 제시하고자 한다. 본 연구는 뷰티 채널 소셜 미디어 경험이 소비자의 소셜미디어 만족도와 구매의도에 어떠한 영향을 미치는지에 대하여 살펴보았다. 소셜 미디어 경험의 구성요소를 오락성, 상호작용성, 최신성, 유용성으로 구분하여 분석하였다. 분석 결과 소셜미디어 경험은 브랜드 인지와 브랜드 이미지에 유의한 영향을 미치는 요인으로 확인되었다. 결과적으로 소셜미디어 경험은 소셜미디어 만족도와 구매의도에 큰 영향을 미쳤으며, 각 구성 요소에 대한 소셜미디어 경험의 영향 관계는 오락성, 유용성으로 밝혀졌다. 또한 뷰티 인플루언서의 전문성은 소셜미디어 만족도와 구매의도에 유의미한 영향을 미친 것으로 나타났다. 본 연구는 소셜미디어 뷰티채널 관리와 인플루언서를 활용한 마케팅에 중요한 기초자료로 활용될 것이라고 판단되며, 효율적인 소비자 관리를 위한 마케팅 전략과 실무에 필요한 자료로 활용될 것이다.

소셜 미디어 인플루언서 정보원 속성 척도 개발 연구 - 유튜브 플랫폼 인플루언서를 중심으로

김혜영,최준혁 한국광고PR실학회 2020 광고PR실학연구 Vol.13 No.4

The purpose of this study is to develop a clear measure of attributes that can be defined as a source of information for the social media influencer. Based on the development of the Endorser Attribute Scale for Social Media Influencer, the company also proposes theoretical and practical measures for utilization in the field of influencer marketing and advertising PR communication to explore the direction of effective new media influencer communications and marketing. Research plan conducted making use of literature review, focus group interviews and experts survey, which are qualitative research methods. And conducted the preliminary survey and main survey, which are quantitative research method, to extract the factors of the Endorser Attribute Scale for Social Media Influencer for development. The collected data were then analyzed to extract the factors of the Endorser Attribute Scale for Social Media Influencer properties, and finally, the scales were developed. As a result of the analysis, the Social Media Influencer Endorser Attribute Scale component consisted of four scales of 'excellence', 'contents suitability', 'initiative', and 'similarity' and a total of 19 questions. The Social Media Influencer Endorser Attribute Scale developed in this study is highly likely to be used as an essential factor in the areas of business and advertising PR communication related to the social media influencer. In addition, it is of research significance that this study can contribute to the study of the effectiveness of influencer's communication and marketing by type according to the endorser attributes. 본 연구목적은 소셜 미디어 인플루언서가 정보원으로서 규정될 수 있는 명확한 속성척도를 개발하는 것이다. 또한 개발된 소셜 미디어 인플루언서 정보원 속성 척도를 토대로 인플루언서 마케팅 및 광고와 PR커뮤니케이션 분야에서의 활용을 위한 이론적, 실무적 방안을 제안하여 효과적인 소셜 미디어 인플루언서 커뮤니케이션 분야 및 마케팅 분야의 방향성을 모색하고자 한다. 세부적인 연구 설계는 문헌연구와 표적집단면접(FGI), 전문가 조사, 예비조사, 본조사를 실시하였다. 그리고 수집된 데이터를 분석하여 인플루언서 정보원 속성의 요인을 추출하였고, 최종적으로 척도를 개발하였다. 분석결과, 소셜 미디어 인플루언서 정보원 속성 구성요인은 ‘탁월성(excellence), ‘컨텐츠 적합성(contents suitability), ‘적극성(initiative)’, ‘유사성(similarity)’의 4개의 척도와 총19개 문항으로 구성되었다. 본 연구에서 개발된 소셜 미디어 인플루언서 정보원 속성 척도는 인플루언서 관련 비즈니스 및 광고와 PR커뮤니케이션 분야에 필수적인 주요 요인으로서 활용될 가능성이 매우 크다. 또한 본 연구결과는 정보원 속성에 따른 인플루언서의 유형별 커뮤니케이션 및 마케팅의 효과성 연구에 기여할 수 있을 것에 연구적 의의가 있다.

인플루언서 마케팅의 부메랑 효과: 인플루언서 유형과 사회적 거리의 상호작용이 부정적 구전 의도에 미치는 영향

이신형,김샛별 대한경영학회 2019 大韓經營學會誌 Vol.32 No.11

Influencer marketing, a marketing strategy involving endorsements and product placements from individuals who exert social influence on their huge base of followers, has recently emerged as one of the most significant and trendy topics in both academia and practice. The purpose of this study is to examine a backfiring effect of influencer marketing by investigating how influencer type and perceived social distance from an influencer interactively affect consumers’ negative word of mouth (NWOM) intentions. Further, in order to illustrate the process, we propose blame attribution toward the influencer and the brand as serial mediators. The study recruited 145 US citizens through the Amazon Mturk platform. Participants were randomly assigned to one of the two conditions: cosmetic advertisement using either a social media influencer (YouTuber) or a celebrity influencer (actress) as endorsers. Then respondents read a hypothetical scenario that they experienced a product failure (e.g., pimples and redness) after the purchase. Finally, participants responded to questions about their perceived social distance from the influencer (moderator), attribution to the influencer (mediator 1), attribution to the brand (mediator 2), NWOM intentions toward the brand (dependent variable), several control variables and demographic factors. We performed bootstrapping analysis using the Hayes PROCESS macro in SPSS 23 to test our hypotheses of the moderated serial mediation model. The major results from this research are as follows. First, we verified that the interaction between influencer type and perceived social distance from the influencer had a significant effect on consumers’ NWOM intentions toward the brand. In particular, when consumers are close in social distance from the influencer, their NWOM intentions toward the brand were higher in the social media influencer than in the celebrity influencer condition. Second, blame attribution to the influencer and blame attribution to the brand serially mediated the interaction effects described above. In detail, consumers who watched the advertisement featured with a social media (vs. celebrity) influencer were more likely to attribute product failures to the influencer. Furthermore, the attribution to the influencer increased the attribution to the brand and thereby more NWOM intentions toward the brand, demonstrating the moderated serial mediation effect. The current article makes the first attempt to explore the dark side of influencer marketing, providing theoretical and practical implications. This research proposes a theoretical model, verifying that the interaction between influencer type and perceived social distance affects NWOM intentions toward the brand via attribution to the influencer and the brand in serial. Moreover, this paper suggests practitioners that it is necessary to take a differentiated approach in consideration of both influencer type and perceived social distance when they apply influencer marketing. 인플루언서 마케팅(influencer marketing)은 소셜미디어 플랫폼상에서 다수의 팔로어(follower)를 보유하고있는 영향력 있는 개인인 인플루언서를 활용한 마케팅을 의미하며, 최근 가장 주목받는 광고 홍보 기법으로급부상하고 있다. 이에 기존 연구들은 인플루언서 마케팅의 효과를 높이는 선행요인과 그 메커니즘을 탐구하고, 해당 제품 브랜드에 대한 긍정적 태도 및 행동을 고취시키는 방편을 제안하였다. 이러한 연구 흐름에서 한 단계 더 나아가, 본 연구는 기존 연구에서 고찰하지 못했던 인플루언서 마케팅의부메랑 효과에 주목한다. 즉 인플루언서의 추천으로 구매한 제품에 문제가 발생한 상황을 상정하고 소비자의부정적 구전 의도에 영향을 미치는 선행요인을 파악하였다. 실증 연구를 위하여 Amazon Mturk 서베이 플랫폼에서 145명의 미국인 여성을 대상으로 온라인 실험을 진행하였고, SPSS 23 통계 패키지를 이용해 조절효과와조절된 연속 매개효과를 분석하여 가설을 검증하였다. 주요 결과는 다음과 같다. 첫째, 인플루언서 유형(소셜미디어 vs. 연예인)과 인플루언서에게 느끼는 사회적 거리의 상호작용은 브랜드에 대한 부정적 구전 의도에영향을 미치는 것으로 확인되었다. 특히, 사회적 거리를 가깝게 느끼는 경우, 브랜드에 대한 부정적 구전 의도는소셜미디어(vs. 연예인) 인플루언서 광고 상황에서 더욱 높게 나타났다. 둘째, 인플루언서 유형과 사회적 거리의 상호작용이 부정적 구전 의도에 미치는 영향은 인플루언서 귀인과 브랜드 귀인에 의해 연속 매개됨을확인하였다. 구체적으로, 사회적 거리를 가깝게 느끼는 경우, 소셜미디어(vs. 연예인) 인플루언서 광고 조건의소비자는 실패에 대한 인플루언서 귀인 경향이 더욱 커졌으며, 이는 브랜드 귀인의 경향성을 함께 높여, 결과적으로 브랜드에 대한 부정적 구전 의도를 강화하는 것으로 나타났다. 본 연구는 인플루언서 마케팅의 연구 영역을 제품 실패 상황으로 확장하고 구매 경험에 불만족한 소비자의인지적 행동적 반응을 고찰하였다는 점에서, 유관 분야의 학술적 지평을 넓힘과 동시에 폭넓은 실무적 시사점을 제공한다.

ONLINE COLLABORATIVE CONSUMPTION FOR FASHION GOODS AMONG GEN Y - A QUANTITATIVE APPROACH

Doris Berger-Grabner,Marion Fett 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Initial situation and Problem Statement The world faces extraordinary challenges relating to the environment and society. Rapidly increasing demand is colliding with declining resources, the awareness of the need for environmental and social sustainability has grown (Martin & Schouten, 2014, p. 20). Due to these facts collaborative consumption has emerged and has disrupted various established industries all over the world. People’s attitude towards ownership and the way societies consume are changing (Chen, 2009, p. 926). Today, consumers are willing to pay for using or accessing a product rather than buying or owning it (Chen, 2009, p. 926). Gradually, consumers are turning their backs on the traditional consumer-oriented paradigm and over-consumption and are progressively looking for ways which downshift or simplify their lives (Albinsson, Wolf, & Kopf, 2010, p. 414). Collaborative consumption is driven by a variety of factors including the global recession, anti-hyper-consumerism, cost-consciousness as well as awareness of the need for a waste-reducing and sustainable living (Gansky, 2010, p. 16). The main drivers are technological advances, such as the internet and social media, which allow new ways of accessing and sharing. By using information technology, products and services can be reused, distributed and shared at the right time and location to the right customer (Gansky, 2010, p. 16). The most successful field of collaborative consumption is the one of tangible assets, such as clothing, which are not used to their full potential by their owners and can be therefore temporarily shared (Botsman & Rogers, 2010, p. XVI). Within the fashion industry many collaborative consumption concepts are developing and thriving (Pedersen & Netter, 2015, p. 259). Generation Y is interested in collaborative consumption and can identify with this phenomenon as it fits their increasingly ideological lifestyles (H?flehner, 2015). According to a study published by Mindshare in November 2015, 44 % of persons of Generation Y in Austria are aware of the prominent online collaborative consumption platforms and one out of ten has already participated in a fashion-sharing activity (Mindshare, 2015). In 2014, 8.5 billion euros were spent on clothing (Statista, 2016), whereas almost 60 % consisted of fast fashion items (?kosoziales Forum, 2013). On average, a person has 90 clothing items in their wardrobe, and more than half, is not used at all any more. Moreover, the average item is worn for about a month before its usage drops significantly (Threadflip, 2014) or the item gets disposed of in spite of still being in good condition (Shephard & Pookulangara, 2014, p. 11). Online collaborative consumption for fashion can help expand products’ life-cycles, as unneeded or unwanted fashion items can be easily rented, lent, given or sold to other consumers by using various online platforms available (Fletcher & Grose, 2012, p. 88). However, hardly any research was found that specifically focus on online collaborative consumption for Gen Y and examine the influencing factors Research Aim and Research Methods The aim of this study was to find out about the determinants influencing the intention to participate in online collaborative consumption for fashion items among Gen Y taking as an example young adults in Austria. Additionally, the factors, which can increase participation should be identified. In order to find out the influencing determinants, the Unified Theory of Acceptance and Use of Technology 2 of Venkatesh et al. (2012) will serve as the basis for the applied research construct. The following research questions are to be answered in this study: RQ: Which factors have an influence on consumer's intention to participate in online collaborative consumption for fashion among Generation Y in Austria? SubQ: Which measures help Generation Y in Austria to be more motivated to participate in online collaborative consumption for fashion?. In order to be able to provide answers to the research questions a quantitative study in the form of an online questionnaire (n= 219) among respondents of Gen Y in Austria was carried out. A number of research hypotheses have been developed in order to identify a possible influence of several variables on the intention to participate in online collaborative consumption for fashion items, mainly focusing on the Theory of Planned Behaviour (Ajzen, 1991) and on the Theory of Acceptance and Use of Technology 2 of Venkatesh et al. (2012). Theoretical Background Theory of Planned Behaviour by Ajzen (1991) The Theory of Planned Behaviour (TPB) was presented by Ajzen in 1991 as an extension of the Theory of Reasoned Action (TRA) by Ajzen and Fishbein, introduced in 1975 (Teo & Lee, 2010, p. 60). Both models are part of the multiattribute models. The theory of reasoned action tries to offer an explanation for a performed behaviour. The idea behind the theory is that behaviour is performed due to an intention to perform that behaviour. The intention is influenced by the subjective norm and the attitude towards the behaviour. The TRA thereby attempts to predict the possibility of the occurrence of a specific behaviour (Schwenkert, 2006, p. 27). Although it can be said that no behaviour can be predicted with a 100% certainty there are several studies that unveil that the intention to perform a behaviour makes a significant contribution to the actual performance. The intention is the motivational factor behind the behaviour. It indicates “how hard people are willing to try, of how much of an effort they are planning to exert, in order to perform the behaviour” (Ajzen, 1991, p. 180). The main variables of the model are the Subjective Norm and the Attitude towards the Behaviour. Subjective Norm (SN) can be described as the assumption of the individual that people important to the individual are expecting the behaviour to be performed. In other words, that people close to the individual think that the behaviour should be performed by him or her (Schwenkert, 2006, pp. 27-28; Teo & Lee, 2010, p. 61). This belief somehow conveys a sense of unconscious social pressure for the individual – the pressure to perform as the norm demands. Some researchers have found that the social norm does not have as much influence on the intention to perform a specific behaviour as originally assumed (Li, Mizerski, Lee & Liu, 2009, p. 233). It has been found that the culture also tends to have an impact on the influence of the Subjective Norm. People living in an individualistic culture have a tendency to be not as influenced by social pressure as people living in a collectivistic culture (Li et al., 2009, p. 234). This may result in the fact that in collectivistic cultures the opinion of the group is highly important and therefore often followed. In individualistic cultures people are not that influenced by others which may explain those differences in the impact of the Subjective Norm. The TRA involves another variable – the Attitude towards the Behaviour (AtB). As the phrase already suggests, it does not describe the attitude towards an object, but the attitude towards the behaviour itself (Schwenkert, 2006, p. 27). The individual has a positive or negative feeling about the behaviour which influences the intention to perform it, is influenced. The attitude towards a specific behaviour is connected with one’s inner beliefs about the consequences of executing it. Therefore, also the possible consequences and outcomes of the behaviour are evaluated. If they are seen or predicted as positive the possibility of the intention to exert the behaviour is high, and so is the possibility of an actual performance (Li et al., 2009, p. 233; Teo & Lee, 2010, p. 61). As the Theory of Planned Behaviour (TPB) is an extension of the TRA, there has been added another variable – the Perceived Behavioural Control (PBC). The PBC points out the “perceived ease or difficulty of performing the behaviour” (Li et al., 2009, p. 234). By adding this variable Ajzen tried to include the element of uncertainty and to increase the ability to predict the behaviour. Studies show that the accuracy of prediction is higher than with the TRA but still the cognitive processes are in the foreground (Kroeber-Riel & Gr?ppel-Klein, 2013, p. 236). Unified Theory of Acceptance and Use of Technology by Venkatesh et al. (2012) The original Unified Theory of Acceptance and Use of Technology (UTAUT) was constructed by Venkatesh et al. in 2003 after reviewing eight existing popular models for IT adoption. The eight models revised were The Model of PC Utilisation, Innovation Diffusion Theory, Social Cognitive Theory (SCT), Motivational Model (MM), Theory of Reasoned Action (TRA), Technology of Acceptance Model (TAM and TAM2), Theory of Planned Behaviour (TPB) and the Combined TAM/TPB (Venkatesh, Morris, Davis, & Davis, 2003, pp. 428-433). The UTAUT was mainly created for IT corporate use. The extension, the UTAUT2, was developed in 2012 by Venkatesh et al. to make it applicable in consumer contexts and it is used to study new technology applications (Venkatesh, Thong, & Xu, 2012, p. 158). The UTAUT2 consists of seven variables that have an influence on Behavioural Intention. Behavioural Intention is a determinant for adoption of the Use Behaviour. Variables that refer to an individual’s difference, namely age, gender and experience, are used to moderate various relationships within the model. Performance Expectancy is the extent to which consumers gain benefits in their performance when using a technology. From reviewing the eight prior models, Venkatesh et al. (2003) have developed the construct Performance Expectancy, which pertains to Perceived Usefulness (TAM/TAM2), Outcome Expectations (SCT) and Extrinsic Motivation (MM), which refers to the behaviour that is driven by external rewards. According to Venkatesh et al. (2003) it is the strongest predictor of Behavioural Intention (Venkatesh, Morris, Davis, & Davis, 2003, p. 447). Effort Expectancy is the “degree of ease associated with consumers’ use of technology” (Venkatesh, Thong, & Xu, 2012, p. 159). In general, the easier a technology it is to use in the adoption phase, the more positive the attitude towards said technology (ibid.). Social Influence is defined as the degree to which consumers think it is important that others, such as family and friends, believe they should use a certain technology. This construct refers to the Subjective Norm in TRA and TBP. Prior research suggests that individuals, who are not well informed about the technology in question, are more likely to intend to use the technology, if other, well-informed, peers use said technology (Venkatesh, Morris, Davis, & Davis, 2003, p. 453). Facilitating Conditions refer to the extent to which consumers “believe that an organisational and technical infrastructure exists to support use of the system” (Venkatesh, Morris, Davis, & Davis, 2003, p. 453). Hedonic Motivation, or intrinsic motivation, refers as the enjoyment or pleasure derived from using a technology. It is shown to be an important factor in determining technology acceptance and use in consumer contexts (ibid.). Price Value is an important value in a consumer use setting as the consumer usually pays for the technology application or the use of it. The Price Value is positive and adds to explaining the Behavioural Intention to use when the benefits of using the technology perceive to outweigh the costs (ibid.). Finally, Habit is the degree to which people tend to behave automatically because of learning (Limayem, Hirt, & Cheung, 2007, p. 718). Conclusions Summary The empirical study has shown that the factors Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value and Sustainability have an influence on the Behavioural Intention to participate in online collaborative consumption for fashion. Firstly, it has been hypothesized that Performance Expectancy has an influence on the intention to use online collaborative consumption for fashion. As it turns out, the results showed no significant difference. Therefore, consumers might find other ways of acquiring clothing more appropriate and better suited. The second examined factor is Effort Expectancy, defined as how easy it is for consumers to use the technology. The results display that this factor shows a significant, positive influence on the intention to participate. This is in accordance with results of Venkatesh et al. (2012, p. 159), stating that the easier a technology is to use, the more likely is its adoption. The third factor, Social Influence, explains whether consumers feel it is important that other people, such as family and friends, think they should use a technology. As it turns out, this variable is positively and highly significantly related to the adoption of online collaborative consumption for fashion. Prior research proposes that persons, who are less informed about the technology, are more likely to use it if other influential persons use said technology (Venkatesh, Morris, Davis, & Davis, 2003, p. 453). Next, Facilitating Conditions were investigated as a potential factor influencing the intention to participate in online collaborative consumption for fashion. It was hypothesized that Facilitating Conditions, such as the access to a technological device with access to the Internet, have an influence on the adoption of online collaborative consumption. According to the results of the study, this variable has a highly significantly correlation to the outcome variable Behavioural Intention. The results also show that Hedonic Motivation is significantly and positively related to the Behavioural Intention. Thus, utilitarian and hedonic components of online consumption need to be taken in consideration, as has been shown by previous research in the context of traditional online shopping (Childers, Carr, Peck, & Carson, 2001, p. 533). The sixth investigated factor was Price Value, which is considered positive when the benefits of using the technology perceive to outweigh the costs. In this research, Price Value is a positive and highly significant predictor for the intention to use online collaborative consumption for fashion. Therefore, the outcomes of the study show that Price Value influences the intention to participate in online collaborative consumption for fashion. The next two factors of the research model, Trust and Sustainability, played a tremendous role when discussing collaborative consumption and even are considered main principles of collaborative consumption in the literature. As expected, Sustainability showed a highly significant and positive impact on Behavioural Intention. As mentioned before, this predictor accounted for 28 % of the total contribution of the research model. Trust did not significantly influence the adoption of online collaborative consumption for fashion. This result might be based on the fact that respondents feel insecure when interacting with strangers on the Internet in order to sell, buy or rent fashion items. Managerial Implications Several implications for retailers could be deduced from the results: According to this study, especially the factors Hedonic Motivation and Sustainability account each for 28 % of explaining the contribution to Behavioural Intention to use online collaborative consumption for fashion. Considering these insights, platforms dedicated to online collaborative consumption for fashion might put emphasis on these factors and increase their level of enjoyment and social interaction. For instance, platforms could boost these factors by including the usage of gamification. This way, the level of fun and pleasure for persons can be enhanced which in turn may lead to the adoption of online collaborative consumption behaviour. Additionally, in order to increase the social factor, online forums and discussion groups might not only help to express users’ experiences, reviews or interests, but also generate general social interaction, which is considered as very important for the participation in collaborative consumption. Furthermore, the study has shown that two thirds of the sample would welcome the possibility of fast fashion retailers offering online collaborative consumption activities. Since there are still a limited number of persons aware of the phenomenon of collaborative consumption, the alternative of peer-to-peer exchange in collaboration with a prominent fast fashion retail chain would be a perfect alternative. Instead of being tied to relatively unknown platforms dedicated to collaborative consumption for fashion, persons would most certainly be more aware and more willing to participate in such practices, if a well-known, established retailer would allow collaborative activities. Moreover, the aspect of sustainability seemed to be a crucial factor for the intention to use online collaborative consumption platforms for fashion. For this reason, platforms should communicate this aspect and publicise the fact that using collaborative consumption activities is an environmentally friendly, To conclude with, more than half of respondents would need more information about the topic in order to participate. Existing online platforms should invest in effective communication strategies or inexpensive guerrilla campaigns in order to attract more users. As the results of this study show, if persons are better informed and more aware of this phenomenon and its advantages, the better are the chances for adoption of collaborative consumption for fashion.

모바일 소셜 네트워크 게임의 아이템 구매의도에 영향을 주는 요인

김재민(Jae min Kim),이영주(Young joo Lee),이혜원(Hye won Lee) 한국콘텐츠학회 2014 한국콘텐츠학회논문지 Vol.14 No.1

최근 소셜 네트워크 서비스를 기반으로 다양한 형태의 비즈니스와 컨텐츠 산업이 빠르게 성장하고 있으며, 그 중에서도 바로 소셜 네트워크 게임(Social Network Game, 이하 SNG)에 대한 주목도가 높아지고 있다. 특히, SNG 내 유료 아이템 구매로 인한 SNG 개발업체 및 개발자의 수익성에 대한 관심이 증가하고 있는 상황이다. 따라서 본 연구에서는 어떠한 요인들이 SNG 이용자로 하여금 유료 아이템 구매를 유도하는 지에 대해 연구하고자 한다. 먼저, 문헌 연구를 통해 유료 아이템 구매의도의 선행 요인으로 플로우를 도출 하였고, 플로우에 영향을 주는 요인들을 크게 개인적 영향, 사회적 관계, 사회적 영향으로 분류하였다. 개인적 영향으로는 재미와 유능성, 사회적 관계로는 사회적 상호작용과 자기표현요구, 그리고 사회적 영향으로는 사회적 규범과 인지된 확산정도를 도출하고 연구 가설을 설정하였다. 국내 SNG 이용 경험자를 대상으로 실증 분석을 수행한 결과, 개인적 특성 중 재미, 사회적 관계 특성 중 자기표현욕구만 이용자 플로우에 유의미한 영향을 주는 것으로 나타났다. 또한, 사회적 영향의 사회적 규범과 인지된 확산정도는 모두 아이템 구매의도에 직접적으로 영향을 주는 것으로 나타났다. 이러한 분석 결과를 바탕으로 연구의 이론적 실무적 시사점을 도출하였다. Recently, the social network game (SNG) industry is expanding at a fast pace by the increase in the charged item sales. The objective of the present study is to explore factors influencing user intention to purchase charged items. Based on the literature review, flow has been introduced as an influential factor of the intention to purchase and individual influence, social relationship, and social influence as factors of flow. Enjoyment and self-competence are assumed to be measurement constructs for individual influence, social interaction and self-presentation for social relationship, social norm and perceived critical mass for social influence. Empirical analysis show that enjoyment and self-presentation has significant influence on users’ flow while self-competence and social interaction has not. Also social norms and perceived critical mass directly influence intention to purchase items. Theoretical and practical implications are discussed by this results.

Factors Influencing Consumer’s Purchase Intention on Beauty Products in Youtube

Nadia Annisa ROSARA,Amia LUTHFIA 한국유통과학회 2020 유통과학연구 Vol.18 No.6

Purpose: This research aims to explain the influence of social media influencer (SMI), electronic word of mouth (EWOM), and perceived quality (PQ) on purchase intention (PI) of beauty products on YouTube. Youtube as the number 1 social media in Indonesia, has an important role as a promotional strategy media for beauty products. Research design, data and methodology: This study used the online survey to 210 female respondents aged 17-30 years who became a subscriber of an Indonesian beauty influencer. Simple regression and multiple regressions were performed to analyze the independent variables towards the dependent variable. Results: The results show that social media influencer, electronic word of mouth, and perceived quality simultaneously have a significant influence on purchase intention. Nevertheless, only two variables individually have a significant influence on purchase intention, which is social media influencer and perceived quality. Conclusions: Perceived quality and social media influencer could be the best strategies to increase consumers when promoting through the influencer's Youtube channel by utilizing a subscriber. While e-WOM can be influential on other social media platforms rather than on the Youtube platform. Therefore, suggested that digital marketer must use multiple social media platforms to increase consumers' purchase intention.

A Convergent Study on the Impact Mechanism of Social Media Influencer's Traits on Users' Travel Intention in the Field

유소위,왕지아,김혁조 한국전시산업융합연구원 2022 한국과학예술융합학회 Vol.40 No.4

The publicity of social media influencers plays a vital role in the promotion of the popularity of tourist destinations. This study combines the source attractiveness model, source reliability theory and flow theory to explore the role of social media influencer characteristics on users' concentration, happiness, physical presence, and flow experience when watching social media. And the impact on users' travel intention to the social media advertised places on the ground. Through the questionnaire survey, 558 valid samples were collected, and a structural equation model of the influence of the characteristics of social media influencers on users' flow experience and travel intention in the field was constructed, and the path analysis and the mediation effect test were carried out. This study found that the personal characteristics of social media influencers, including attractiveness, reliability, and popularity, significantly affect users' happiness, concentration, and immersion in viewing social media and promote users to have a flow experience. This in turn affects users' travel intention to the relevant scenic spots promoted on social media. This research has a certain practical reference value for developing tourism resources and enhancing tourism popularity by leveraging emerging communication forms in the new media environment, such as social media and the influencer effect.

소셜네트워크 서비스(SNS)에서의 자아노출 행위탐색 : 개인적 속성과 사회적 영향효과를 중심으로

문윤지,엄혜미 한국데이터전략학회 2018 Journal of information technology applications & m Vol.25 No.2

This study aims to investigate the usage patterns of users in Social Network Services (SNS) where is an upsurge. Specifically, the paper considers the reason why young people more and more prefer online (or mobile) SNS activities rather than offline face-to-face social relationship. Furthermore, the drivers which affect SNS usages are considered from users’ personal characteristics and social influences. User’s personal characteristics include their personalities (extraversion and introversion), narcissism, and life satisfaction. Social influences involve subjective norm, visibility, and image. Affected by personal and social factors in SNS, users intend to show positive self-presentation, which refers to a behavior to selectively expose his/her goodness to others. As one of the most influential drivers affecting SNS usage, the positive self-representation has an effect on the level of SNS usage. Thus, this paper suggests the hypothesized research model focusing on positive self-representation in the relationship among personal characteristics, social influence, and user’s behavior in SNS. Empirical data analysis with 100 questionnaires suggests that all hypotheses were adopted except for the effect of visibility among social influence factors on positive self-representation.