사회네트워크 이론을 적용한 모바일 소셜미디어 연구 -소비자 관계적 배태성을 중심으로-

초록

Purpose: This study investigates the relationship between mobile social media and consumer characteristics. In an effort to figure out what makes positive consumer reactions in the relationship between mobile social media and consumer characteristics, 300 respondents were chosen who had experiences in social media community activities in fashion industry. Composition: This study first identified such terms as characteristics of social media community, social network theory and relational embeddedness, community characteristics, socual presence, behavioral immersion, cognitive belief, and participating attitude. Then comes the study model and hypotheses, followed by data analyses on 300 sample population: path analyses. Finally the findings were discussed. Findings: The findings indicate that the characteristics of social media community such as achievement, enjoyment, reactivity, personalization, and service scape had influence on social presence while circumstantial interaction did not. Meanwhile enjoyment, reactivitiy, personalization, and service scape were significant on relational embeddedness while achievement and circumstantial interaction did not. Lastly, both behavioral imersion and cognitive belief were significant on participation attitude. Originality/Value: The current study attempted to undertand the linkage between mobile social media and consumers in fashion industry in terms of relational embeddedness. To do so, we investigated the social and cognitive influence on fashion social media and the formation of cognitive belief which were not considered in traditional on line community studies nor relationship marketing field.

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