感知利益对时尚博客结构、认知和关系社会资本的影响对女性用户的研究

IF 3.2 4区管理学 Q2 BUSINESS

Journal of Fashion Marketing and Management Pub Date : 2020-09-18 DOI:10.1108/JFMM-06-2019-0125

Jiyoung Kim, Kiseol Yang, Xin-ran Zeng, Hwa-Ping Cheng

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引用次数: 8

摘要

目的探讨(1)女性博客用户的感知利益(感知有用性、感知享受、社区认同和感知互惠规范)对时尚博客感知社会资本的影响;(2)结构性社会资本和认知社会资本对用户关系社会资本的影响;(3)关系社会资本对博客忠诚度的影响。设计/方法/方法结构方程建模使用通过在线调查收集的530个可用数据。结果表明，感知有用性和互惠性规范导致认知社会资本的发展，社区认同和互惠性规范导致结构性社会资本的发展。认知社会资本和结构社会资本共同促进关系社会资本的发展，关系社会资本进而影响博客忠诚度。原创性/价值本研究为时尚品牌利用时尚博客瞄准相关消费者的营销策略提供了见解。它帮助公司了解导致人们将资源嵌入博客的因素，并了解不同的感知利益如何影响博客用户对社区的贡献。

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The influence of perceived benefit on structural, cognitive and relational social capital in fashion blogs; the study of female users

PurposeThe purpose of this study is to investigate (1) how female blog users' perceived benefits (i.e. perceived usefulness, perceived enjoyment, community identification and perceived norm of reciprocity) influence their perceived social capital on fashion blogs, (2) the influence of structural social capital and cognitive social capital on users' relational social capital and (3) the influence of relational social capital on blog loyalty.Design/methodology/approachStructural equation modeling was performed using 530 useable data collected through an online survey.FindingsThe result indicated that perceived usefulness and the norm of reciprocity led to the development of cognitive social capital, while community identification and the norm of reciprocity led to the development of structural social capital. Cognitive and structural social capital both led to the development relational social capital, which in turn influenced blog loyalty.Originality/valueThis study provides insights for a fashion brand marketing strategy that uses fashion blogs to target relevant consumers. It helps firms to understand the factors that lead people to embed their resources in a blog and to learn how the different perceived benefits impact blog users' contributions to the community.

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来源期刊

Journal of Fashion Marketing and Management Multiple-

CiteScore

7.30

自引率

8.60%

发文量

期刊介绍： ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.