The differences of online word-of-mouth acceptance and re-delivery intention - Focusing on the interaction effects of fashion involvement and market maven -

서지정보

ㆍ발행기관 : 복식문화학회 ㆍ수록지정보 : 복식문화연구 / 26권 / 2호
ㆍ저자명 : Angie Lee, YoungJu Rhee

목차

Abstract
I. Introduction
Ⅱ. Background
1. Online word of mouth
2. Online WOM effect
3. Fashion involvement
4. Market maven
5. Relation between fashion involvement and market maven
Ⅲ. Methods
1. Research questions
2. Data collection and analyses
3. Measurement tools
Ⅳ. Results and Discussion
1. Factor analyses
2. The difference of market maven according to fashion involvement
3. The differences of online WOM effects accordingto fashion involvement and market maven
4. The differences of re-delivery types and directionsaccording to fashion involvement and market maven
Ⅴ. Conclusion
References

영어 초록

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

참고 자료

없음