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Effects of fashion vlogger attributes on product attitude and content sharing

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dc.contributor.authorChoi, Woojin-
dc.contributor.authorLee, Yuri-
dc.date.accessioned2019-03-19T05:15:14Z-
dc.date.available2019-03-19T14:16:17Z-
dc.date.issued2019-02-15-
dc.identifier.citationFashion and Textiles. 2019 Feb 15;6(1):6ko_KR
dc.identifier.issn2198-0802-
dc.identifier.uri10.1186/s40691-018-0161-1-
dc.identifier.urihttps://hdl.handle.net/10371/147180-
dc.description.abstractRecently, 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 vloggers 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.ko_KR
dc.language.isoenko_KR
dc.publisherSpringer Openko_KR
dc.subjectVlogko_KR
dc.subjectVloggerko_KR
dc.subjectContent sharing intentionko_KR
dc.subjectAttitude toward productko_KR
dc.subjectParasocial interactionko_KR
dc.titleEffects of fashion vlogger attributes on product attitude and content sharingko_KR
dc.typeArticleko_KR
dc.contributor.AlternativeAuthor최우진-
dc.contributor.AlternativeAuthor이유리-
dc.language.rfc3066en-
dc.rights.holderThe Author(s)-
dc.date.updated2019-02-17T04:18:23Z-
Appears in Collections:
College of Human Ecology (생활과학대학)Dept. of Textiles, Merchandising and Fashion Design (의류학과)Journal Papers (저널논문_의류학과)
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