패션 온라인 커뮤니티 가입자들의 관계지향적 행동open accessRelational Market Behavior of Fashion Online Community Members
- Other Titles
- Relational Market Behavior of Fashion Online Community Members
- Authors
- 장유정; 박재옥; 이규혜; 윤송이
- Issue Date
- Feb-2007
- Publisher
- 복식문화학회
- Keywords
- relational market behavior; interactivity; fashion online; word of mouth intentioncommunities; repurchase intention; 관계지향적 행동; 상호 작용성; 패션 온라인 커뮤니티; 재구매 의도; 구전 의도
- Citation
- 복식문화연구, v.15, no.1, pp.58 - 67
- Indexed
- KCI
- Journal Title
- 복식문화연구
- Volume
- 15
- Number
- 1
- Start Page
- 58
- End Page
- 67
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/180434
- DOI
- 10.29049/rjcc.2007.15.1.58
- ISSN
- 1226-0401
- Abstract
- The popularity of communities on the Internet has captured the attention of marketing professionals and more consumers are involved in online activities of fashion brands. The primary purpose of this research was to explain the process of how online interactivity influence members' relational market behavior. Subjects of this study were male and female members of online communities of fashion brands. Online survey data were obtained from 416 respondents. Empirical findings of this study were suggestive of two types of interaction in fashion online communities: community-customer interaction and customer-customer interaction. Fashion online community customers' relational market behavior (word of mouth and repurchase intention) was significantly influenced by both types of interactivity. The influence of interactivity on relational behavior was stronger for word of mouth intention than for repurchase intention. This study highlights the importance of interactivity in cyberspace as well as relational market behavior and contributes to e-relationship marketing strategies of fashion brands.
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Collections - 서울 생활과학대학 > 서울 의류학과 > 1. Journal Articles
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