패션 소셜 큐레이션 쇼핑 앱 특성과 인플루언서 속성이 중국소비자의 구매의도에 미치는 영향

The Effects of Fashion Social Curation Shopping App Characteristics and Attributes of Influencers on Purchase Intention of Chinese Consumers: The Moderating Effect of Consumer Expertise

Purpose - The Purpose of this study was to examine the effects of the characteristics of fashion social curation shopping app and the influencer’s attributes on purchase intention and continuous use intention of Chinese consumers while at the same time exploring the moderating effect of consumer expertise. Design/Methodology/Approach - The study included 335 female respondents who used fashion social curation shopping apps such as Mayrischee and Moguiie in major cities in China. The data analyses software used for the study were SPSS 18.0 for exploratory factor analysis, and AMOS for confirmatory factor analysis and path analysis. Findings - Results showed that there were four characteristics of the fashion social curation shopping apps: accessibility, screening efficiency, interactivity and providing information. The fashion influencer attributes were identified as recognition, expertise, similarity and relationship strength. The path analysis results showed that all factors of fashion social curation shopping apps have significant influences on purchase intention and continuous use intention. With regard to the effects of the fashion influencer attributes on purchase intention and continuous use intention, recognition, expertise, and similarity have significant influences on purchase intention. In addition, the effect of purchase intention on continuous use intention was significant. Finally, there were moderating effects of consumer’s expertise on the relationships among the variables. Research Implications - This study showed the importance of the characteristics of fashion social curation shopping apps and the fashion influencer attributes. Based on the results of the study, the SNS marketing strategies may be implemented for Chinese consumers.