A study on fashion brand's SNS marketing - Based on Technology Acceptance Model (TAM) -

Abstract

The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.

WhatsApp communication service: a controversial tool for luxury brands

“…Countless studies on WhatsApp usage are grounded on the uses and gratification theory (Smock et al , 2011). Moreover, studies on mobile apps (Ko and Kim, 2014; Su et al , 2018; Zhou et al , 2021) and social commerce (Cho and Son, 2019) have also been based on theories of “reasoned action” and “planned behavior” (Ajzen, 1991), the technology acceptance model (Davis, 1989) and the unified theory of acceptance and use of technology (Venkatesh et al , 2003).…”