온·오프라인 지인의 추천메시지가 제품태도와 구매의도에 미치는 영향Effect of On/off-line Acquaintance's Recommendation Message on Product Attitude and Purchase Intention
- Other Titles
- Effect of On/off-line Acquaintance's Recommendation Message on Product Attitude and Purchase Intention
- Authors
- 이정우; 김미영
- Issue Date
- 2016
- Publisher
- 한국의류학회
- Keywords
- Two-sided purchase review; Intensity of bond; Recommendation message; Product attitude; Purchase intention; 양면 구매후기; 유대강도; 추천메시지; 제품태도; 구매의도
- Citation
- 한국의류학회지, v.40, no.6, pp.1010 - 1024
- Journal Title
- 한국의류학회지
- Volume
- 40
- Number
- 6
- Start Page
- 1010
- End Page
- 1024
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/8953
- ISSN
- 1225-1151
- Abstract
- This study identifies the influence of on/off-line acquaintances' recommendation messages on fashion product attitude and purchase intention on the online purchase of fashion products in two-sided word of mouth situations as well as compares the difference in influence according to bond-base with equidistance. This study was conducted for one month on university students in their 20s who were believed to be active in smartphone use. Out of the collected 174 copies of the questionnaire, 162 copies were used for analysis. The questionnaire was classified into online and offline recommendation messages of an acquaintance. We present two-sided fashion product reviews made similar to the type found in an actual shopping mall website. As for analysis, confirmatory factory analysis, structural equation modeling, and multi-group analysis were conducted using AMOS 19.0. The analysis results are as follows. First, on/off-line acquaintances' recommendation messages had significant influences on product attitude in the situation where two-sided reviews on fashion products were presented; however, those messages did not influence purchase intention. Recommendation messages positively increased product attitude and enhanced purchase intention if acquaintances' recommendation messages were mediated between on/off-line acquaintances' recommendation messages and purchase intention. Consequently, a mediating effect on product attitude was revealed. Second, there was no difference between online acquaintances and offline acquaintances in terms of the influence of acquaintances' recommendation messages on product attitude and purchase intention, in the situation where two-sided reviews were presented on online fashion products. Therefore, no control effect according to the type of acquaintance was confirmed.
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Collections - 예술대학 > 미술·디자인학부(패션디자인) > 1. Journal Articles
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