패션 디자이너 브랜드의 개성과 SNS 특성이 브랜드 선호도 및 행동의도에 미치는 영향

• 영문명: The Influence of Brand Personality and SNS Characteristics of Fashion Designer Brands on Brand Preference and Behavioral Intention: Focusing on the Moderating Effect of Consumer Type
• 발행기관: 한국IT서비스학회
• 저자명: 지영란 양성병 윤상혁
• 간행물 정보: 『한국IT서비스학회지』제22권 제3호, 119~139쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Generation MZ has emerged as a significant consumer segment and trendsetter in the fashion market of South Korea. Fashion designer brands have become popular among this generation by offering a range of fashion content on social network services (SNS) based on fresh and trendy designs. Despite the growing market share of fashion designer brands in the industry, previous research has mainly focused on brand personality in line with the characteristics of traditional fashion brands. Therefore, this study aims to derive brand personality and SNS characteristics of fashion designer brands based on previous research and investigate the influence of these factors on brand preference and behavioral intention. Moreover, it examines how this influencing mechanism fluctuates based on the consumer type (i.e., innovative type vs. price-sensitive type). Based on an online survey of 256 Korean adults with experience in fashion designer brands, this study identified the influencing mechanisms on purchase intention and word-of-mouth intention. This study contributes to empirical investigations of consumer brand preference and behavior intention in fashion designer brands through the brand equity model. It also offers insight into developing a segmented brand strategy by considering the variations in the influence mechanism of behavioral intention across different consumer types.

목차

1. 서론

2. 이론적 배경

3. 연구모형 및 가설

4. 연구방법

5. 연구결과

6. 결론

참고문헌

키워드

Fashion Designer Brand Brand Personality SNS Characteristics Brand Preference Bahavioral Intention Consumer Type