The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The differences of online word-of-mouth acceptance and re-delivery intention - Focusing on the interaction effects of fashion involvement and market maven -

온라인 구전수용 및 재구전의도의 차이에 관한 연구 - 의복관여도와 마켓메이븐의 상호작용효과를 중심으로 -

  • Lee, Angie (Dept. of Fashion Industry, Sungshin Women's University) ;
  • Rhee, YoungJu (Dept. of Fashion Industry, Sungshin Women's University)
  • 이안지 (성신여자대학교 의류산업학과) ;
  • 이영주 (성신여자대학교 의류산업학과)
  • Received : 2018.03.26
  • Accepted : 2018.04.24
  • Published : 2018.04.30
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Abstract

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

Keywords

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