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논문 기본 정보

자료유형
학술저널
저자정보
고아라 (이화여자대학교) 김선희 (김포대학교)
저널정보
복식문화학회 복식문화연구 복식문화연구 제22권 제6호
발행연도
2014.12
수록면
1,011 - 1,027 (17page)
DOI
http://dx.doi.org/10.7741/rjcc.2014.22.6.1011

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초록· 키워드

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The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.

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