SHERP

Effects of fashion vlogger attributes on product attitude and content sharing

Cited 0 time in webofscience Cited 0 time in scopus
Authors
Choi, Woojin; Lee, Yuri
Issue Date
2019-02-15
Publisher
Springer Open
Citation
Fashion and Textiles. 2019 Feb 15;6(1):6
Keywords
VlogVloggerContent sharing intentionAttitude toward productParasocial interaction
Abstract
Recently, general people posting vlog on newly shopped fashion and cosmetics items are gaining popularity, and it is growing more common to get consumer reviews or opinion through vlogs. In this paper, we examine the effect of vloggers’ attributes (i.e., attractiveness, expertise, trustworthiness) depending on the types that the vlogs expose certain products in videos. Also we find out how emotional bond between vloggers and viewers affect the relationships of vlogger’s attributes with content sharing intention and attitude towards products. Based on the results of one-way ANOVA, multiple regression analysis, and moderated regression analysis, we could enhance the understanding of vlog and vloggers’ role in retail. Also, we applied para-social interaction to find out how emotional bond between vloggers and viewers affect their perception. This research implies the need of understanding vlog as a form of marketing mix that fashion retailers can utilize.
ISSN
2198-0802
Language
English
URI
https://doi.org/10.1186/s40691-018-0161-1

http://hdl.handle.net/10371/147180
Files in This Item:
Appears in Collections:
College of Human Ecology (생활과학대학)Dept. of Textiles, Merchandising and Fashion Design (의류학과)Journal Papers (저널논문_의류학과)
  • mendeley

Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.

Browse