패션블로그의 특성이 몰입, 만족 및 구전의도에 미치는 영향

Abstract

This study is to understand the effects of fashion blog features on commitment, satisfaction, and Word-of-Mouth intention due to the interest shown by fashion companies on fashion blogs as new marketing communication strategies. The survey was conducted from April 23rd to May 2nd, 2011 and all 300 respondents had visited fashion blogs. The results of this study are described below. First, the study finds that fashion blog features have five dimensions; interactivity, information reliability, convenience of information access, reputation, and intimacy. Commitment consists of behavioral commitment and emotional commitment, and satisfaction consists of two dimensions; information satisfaction and usage satisfaction. Second, behavioral commitment, is positively influenced by all fashion blog features (except for the negative effect on interactivity). Blog features have a positive impact on emotional commitment (except for negative impact on reputation). Third, information satisfaction is influenced by all fashion blog features; however, usage satisfaction is influenced only by interactivity, reputation, and intimacy. Fourth, Word-of-Mouth intention is influenced by all commitment and satisfaction dimensions. The results of this study will help fashion companies use fashion blogs as marketing communication tools.