패션브랜드 소셜미디어 상호작용과 혜택이 소비자-패션브랜드 관계에 미치는 영향

초록

Especially regarding the fashion industry, social media has become a vital medium of communication between the constantly evolving and sensitive consumers and the brands. This study aims to observe this new psychological phenomenon arising from the intricate relationships between the consumers, non-consumer followers, as well as the brands. To collect reliable and relevant data, an online survey was conducted with participants who are avid social media users with ages ranging in their 20s and 30s. A total of 221 surveys were used in the final analysis. While using the SPSS 20.0, factor analysis, reliability verification, and stepwise regression analysis were executed. Interaction among consumers and fashion social media had a more positive impact in the consumer-fashion brand relationship. Among fashion social media benefit factors such as expression of identity, network development, information acquisition, mood change, trends were drawn, expression of identity and information acquisition had significant impacts in the consumers-fashion brand relationship. This research emphasizes positive interaction and psychological benefits of social media and suggests the composition of social media and branding strategy to achieve the strategic competitiveness of fashion brands.

키워드