The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Effect of viral marketing in on-line mall review and power blog self-presentation on mediator variable word of mouth and apparel purchase behavior

바이럴 마케팅의 온라인 몰 구매후기와 파워 블로그 자기제시가 매개변인 구전효과와 의류구매행동에 미치는 영향

  • Shin, Sangmoo (Dept. of Organic Materials & Fiber Engineering, Soongsil University) ;
  • Hwang, Ina (Dept. of Organic Materials & Fiber Engineering, Soongsil University) ;
  • Min, Ju-Yeong (Dept. of Organic Materials & Fiber Engineering, Soongsil University)
  • 신상무 (숭실대학교 유기신소재.파이버공학과) ;
  • 황인아 (숭실대학교 유기신소재.파이버공학과) ;
  • 민주영 (숭실대학교 유기신소재.파이버공학과)
  • Received : 2016.08.03
  • Accepted : 2016.09.28
  • Published : 2016.10.31
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Abstract

The purpose of this study was to investigate the effects of power blog self-presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach's alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.

Keywords

References

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