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한국복식학회(IJCF) 학술지영문홈페이지
[ Article ]
International Journal of Costume and Fashion - Vol. 20, No. 1, pp.58-73
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2020
Received 16 May 2020 Revised 28 May 2020 Accepted 10 Jun 2020
DOI: https://doi.org/10.7233/ijcf.2020.20.1.058

Impacts of Fashion SNS Users’ Consumption Values on Fashion Brand Loyalty and SNS Word of Mouth Intentions: Exploring Moderating Effects of Social Capital and Fashion SNS Involvements

Hye Jung Jung ; Ji Yeon Lee†
Senior Researcher, Research Institute of Human Ecology, Seoul National University, Seoul, South Korea
Associate Professor, Dept. of Clothing and Textiles, Hanyang University, Seoul, South Korea

Correspondence to: † jyeonlee@hanyang.ac.kr

Citation Jung, H. J., & Lee, J. Y. (2020). Impacts of fashion SNS users’ consumption values on fashion brand loyalty and SNS word of mouth intentions: Exploring moderating effects of social capital and fashion SNS involvements. International Journal of Costume and Fashion, 20(1), 58-73.

Abstract

This study aims to examine the effects of fashion SNS users’ consumption values on customer loyalty and on SNS WOM intentions regarding fashion brands. In addition, the moderating effects of social capital and fashion SNS involvement were explored since these factors have received attention in the consumption behavior research area in relation to SNS marketing environments. To collect reliable and relevant data, an online survey was conducted with male and female participants who are using fashion SNSs, in their 20s and 30s. Factor analysis, reliability verification, and stepwise regression analysis were executed using SPSS 25.0. The results of this study were as follow: 1) The results of analysis of the sub-dimension of consumption values (Hedonic, Utilitarian, Conspicuous, Differential, and Aesthetic), social capital (Instrumental and Relational), and fashion SNS involvement (Interest and Participation) clearly showed factorial structures. 2) Differential and Utilitarian consumption values showed significantly positive impacts on brand loyalty, while Aesthetic and Conspicuous consumption values showed significantly positive influence on SNS WOM intentions. 3) Both social capital and fashion SNS involvement had significant moderating effects on relationships between consumption values and brand loyalty/SNS WOM intentions. Results could be helpful for developing and implementing efficient SNS contents and communication strategies.

Keywords:

fashion SNS users, consumption values, social capital, involvement, brand loyalty, SNS Word of Mouth (WOM)

Acknowledgments

This work was supported by the research fund of Hanyang University (HY-2019).

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