: Middle aged women these days not only consider themselves as younger than actual, maintain figures and looks of younger women, but also show a big interest to fashion goods as younger generations. The TV media has a big influence on this trend. This study is conducted to figure out how the TV media involvement of middle aged women affects their difference age, youth-pursuing clothing behavior and fashion leadership. After the survey, a total of 326 questionnaires completed by women of their 40s and 50s were used to this analysis. The results are as follows, 1. The highest cognitive age of middle aged women was the look age, and the lowest was the feel age in the 40s, and the interest age in the 50s. And it was shown that the difference age were 7.05 years for the 40s and 9.10 years for the 50s. 2. The TV media involvement had a significant influence on the difference age as its antecedent. And the TV media involvement affected directly the youth-pursuing clothing behavior and fashion leadership. The higher the TV media involvement was, the higher difference age and fashion leadership were shown. 3. The difference age was shown as mediating the TV media involvement and the youth-pursuing clothing behavior, and the TV media involvement and fashion leadership only partially. 4. The youth-pursuing clothing behaviors were influenced by TV media involvement and difference age. Conclusionally, this study revealed that the TV media had a great influence on middle-aged women's clothing behavior, supporting the cultivation theory of TV media.
: Compared to off-line, on-line word-of-mouth has fast dissemination speed and extensive effects based on interactive features. Moreover, in the age of Web 2.0, on-line media has made consumers evolve from simple purchasers to producers, who intervene into product manufacturing through on-line WOM. According to this, this study is conducted to clarify how consumer's prosumer propensity affects WOM in detail when purchasing fashion products on-line through website interactivity and perceived usefulness of WOM. The results are as follows. 1. Consumer's prosumer propensity is classified in four dimensions: the propensity to participate, the propensity to relate, the propensity to amuse and the propensity to create. 2. The sample has shown low prosumer propensity overall, and there were no gender differences. 3. Testing structural equation model, it was clarified that the higher the consumer's prosumer propensity, the higher the consumer's evaluation of website interactivity and thus the greater the WOM effect through its perception of usefulness. 4. There were some differences in the path of structural equation model according to consumer's prosumer propensity. From the results, it can be concluded that consumer's prosumer propensity is a key factor in the on-line WOM. Therefore fashion businesses should actively utilize consumer's prosumer propensity to apply their opinion in the product planning stage or use it as the means of company-friendly viral marketing.
Website reputation is a key criteria for searches related to fashion product information and purchases. The greater the reputation of a website, then the greater the sense of community among its members; in addition, a stronger positive attitude towards the products influence subsequent purchases or WOM intention. This study reveals the influence website reputation and a sense of community for the WOM effect in regards to fashion products according to the type of the online shopping mall. The findings of this study are as follows. First, an increased website reputation produces a higher sense of community and perceived usefulness for WOM. The effect of the WOM was greater as the perceived usefulness of WOM increased. Second, the perceived usefulness of WOM had the greatest effect on the WOM effect. The reputation of a website had only an indirect effect on the WOM effect through the sense of community and the perceived usefulness of WOM. Third, the comprehensive mall had a greater reputation, but the WOM effect was greater with the fashion specialty mall. About the influence on the WOM effect, in the comprehensive mall the sense of community was more powerful than reputation of the website. In the fashion specialty mall the reputation of the website was more powerful than the sense of community.
: Contemporary young men are consumption-oriented, pursue ideal male images displayed in commercials, and are highly interested in fashion, beauty, and appearance. This metrosexual tendency(which values appearance) is largely influenced by mass media. This study examines how men's media information utilization influences appearance awareness and metrosexual tendency as well as how these two variables influence cosmetics consumption and fashion product consumption behavior. The results are as follows. First, metrosexual tendency consists of four dimensions: fashion involvement, pursuit of individuality beyond sexuality, cognition of fashion taste, and preference of a high quality product. The sum of variance is 65.594%. Second, media information utilization influenced metrosexual tendency and metrosexual tendency influence cosmetic consumption, brand-sensitive consumption and commercial-sensitive consumption; however, it did not affect price-sensitive consumption. Third, media information utilization affected appearance awareness; however, appearance awareness did not affect metrosexual tendency. In conclusion, appearance management behavior for men in their 20s is clearly affected by media. This phenomenon is caused by the metrosexual desire to express identity through fashion. Men in their 20's do not take care of their looks because of the social perception of appearance (as related to showing off their competence or pursuit of social success); rather, they have a desire to express their individuality and personally enjoy grooming and maintaining their appearance. Therefore, we can expect increased beauty and fashion expenditures.
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