ABSTRACT

As the number of SNS(Weibo) users in China is growing rapidly, Chinese fashion brands are heavily dependent on SNSs as a fashion marketing communication tool. For this reason, the characteristics of SNS accounts and their influences on SNS users’ responses need to be studied. Thus, the present study aimed to investigate the influences of the characteristics of Chinese fashion brands’ SNS accounts(Weibo) on the perceived usefulness of and satisfaction with the SNS acount, and brand loyalty. Data were collected via a questionnaire survey of men and women living in Beijing or Shanghai aged from 18 to 49 with experience of SNSs(Weibo). After a pilot survey of 70 subjects, the preliminary questionnaire was revised and then translated into Chinese. The questionnaire translated into Chinese was back-translated into Korean to ensure the translation was correct. The final questionnaire was administered to 600 subjects. Exploratory and confirmatory factor analyses, reliability analysis, and structural equation model analysis were conducted for data analysis. The results of this study were as follows: Five factors were extracted for Weibo characteristics: interaction, information provision, information recency, information reliability, and information playfulness. The information reliability, information playfulness, and interaction of SNS accounts(Weibo) had significant influences on perceived usefulness. The information playfulness, information reliability, and information recency showed significant influences on satisfaction. The perceived usefulness exerted significant influences on satisfaction and brand loyalty. The satisfaction also had statistically significant influences on brand loyalty.

KEYWORD

SNS(WEIBO), fashion brands, perceived usefulness, satisfaction, brand loyalty

REFERENCES(36)open

  1. [jounal] Anderson, E. W. / 1994 / Customer satisfaction, market share, and profitability: Findings from Sweden / Journal of Marketing 58 (3) : 53 ~ 66

  2. [jounal] Bagozzi, R. P. / 2002 / Intentional social action in virtual communities / Journal of Interactive Marketing 16 (2) : 2 ~ 21

  3. [jounal] Bhattacherjee, A / 2001 / Understanding information systems continuance: An expectation-confirmation model / MIS Quarterly 25 (3) : 351 ~ 370

  4. [web] China Internet Network Information Center / 2018 / The 41st China statistical report on internet development

  5. [thesis] Choi, S. H. / 2015 / Effects of personalized type for music services on the perceived usefulness and service loyalty: Focusing on streaming music service

  6. [jounal] Davis, F. D. / 1989 / Perceived usefulness, perceived ease of use, and user acceptance of information technology / MIS Quarterly 13 (3) : 319 ~ 340

  7. [jounal] De Wulf, K. / 2006 / The role of pleasure in web site success / Information & Management 43 (4) : 434 ~ 446

  8. [book] Hair, J. F. / 2006 / Multivariate data analysis (6th ed) / Pearson Prentice Hall

  9. [thesis] Hong, W. M. / 2012 / The effect of social network service characteristics on trust, commitment, and loyalty of fast fashion brands

  10. [book] Jacoby, J. / 1978 / Brand loyalty: Measurement and management / John Wiley & Sons

  11. [other] Jeong, J. H. / 2017 / '중국의 트위터' 웨이보, 이용자 수 원조 넘었다 ['Chinese Twitter' Weibo, the number of users surpassed the original], Yonhap News

  12. [jounal] Keller, K. L. / 1993 / Conceptualizing, measuring, and managing customer-based brand equity / Journal of Marketing 57 (1) : 1 ~ 22

  13. [jounal] 김병곤 / 2014 / SNS 품질 특성이 사용자 만족도와 지속적 사용의도에 영향을 미치는 요인에 관한 연구 / Journal of Information Technology Applications & Management 21 (1) : 35 ~ 51

  14. [thesis] Kim, D.-J / 2011 / An empirical study on user satisfaction and the influencing factors for continuous usage of social network service

  15. [book] Kim, G. S. / 2010 / (Amos 18.0) 구조방정식모형 분석 [AMOS 18.0 structural equation modeling analysis] / Hannarae Academy

  16. [jounal] 김준희 / 2012 / 기업 모바일 소셜네트워크서비스 특성요인이 사용자 만족과 지속적 사용의도에 미치는 영향에 관한 연구 / 디지털융복합연구 10 (8) : 135 ~ 148

  17. [jounal] 김영찬 / 2007 / 서비스산업에서 온라인 구전정보의 효과성에 영향을 미치는 선행 요인들의 관계에 관한 연구 / 광고학연구 18 (4) : 167 ~ 183

  18. [jounal] 김유정 / 2014 / 구조적 및 관계적 사회 자본이 SNS 이용자 만족도와 지속적 정보공유의도에 미치는 영향 / 한국컴퓨터정보학회논문지 19 (12) : 287 ~ 298

  19. [book] Kline, R. B. / 2005 / Principles and practice of structural equation modeling (2nd ed.) / Guilford Press

  20. [book] Kotler, P. / 2000 / Marketing management (10th ed.) / Prentice Hall

  21. [thesis] Lee, S. H / 2014 / The effects of SNS website quality factors on user satisfaction and long-term relationship orientation in hotel industry

  22. [thesis] Lee, Y. J / 2014 / A study on the effect of the characteristics of fashion brand's mobile SNS on brand attachment and brand loyalty

  23. [jounal] 이유정 / 2014 / 패션 브랜드 모바일 SNS의 특성이 브랜드 애착 및 브랜드 충성도에 미치는 영향에 관한 연구 / 복식문화연구 22 (5) : 848 ~ 861

  24. [thesis] Li, L. / 2013 / The effect of characters of China business SNS on SNS commitment, brand attitude and internet mouth intention: Focused on Chinese microblog user

  25. [thesis] Liao, X / 2015 / An empirical study on the influence of SNS features on brand attitude and continuous use intention of Korean and Chinese SNS users

  26. [thesis] Oh, M. H / 2014 / The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth

  27. [jounal] Oliver, R. L. / 1993 / Cognitive, affective, and attribute bases of the satisfaction response / Journal of Consumer Research 20 (3) : 418 ~ 430

  28. [jounal] Oliver, R. L / 1999 / Whence consumer loyalty? / Journal of Marketing 63 : 33 ~ 44

  29. [web] Park, G. Y / 2015 / 마케팅으로 보는 지구 국가별 트렌드와 특징 [Marketing trend and characteristics among countries], Digital Insight Today

  30. [thesis] Park, J.-S / 2013 / A study on the effect of SNS characteristics using technical acceptance model (TAM) on customer satisfaction and use intention: Focusing on SNS users of hotel restaurants

  31. [thesis] Shan, L / 2015 / The effect of the SNS characteristics of SINA WEIBO on its users' intention of continuous use: Applying Technology Acceptance Model(TAM)

  32. [thesis] Shen, Y / 2012 / Factors influencing electronic word of mouth(eWOM) effect through social network service in China: Focus on Weibo

  33. [jounal] Sledgianowski, D. / 2009 / Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context / Journal of Computer Information Systems 49 (4) : 74 ~ 83

  34. [thesis] Sung, H.-J / 2012 / The study of the effects of on-line social network service differences on customer satisfaction and intention of the use: Focused on the extended technology acceptance model

  35. [jounal] Taylor, S. A. / 1994 / An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions / Journal of Retailing 70 (2) : 163 ~ 178

  36. [thesis] Wang, B. / 2015 / The studies on the relationship among social network service of the hotels, customer's satisfaction, and loyalty of SNS: Focused on the hotel customers in China