Effects of Fashion Company's Marketing Activities Using Micro-blogging Services on Chinese Consumer's Attitude toward Company and Purchase Intention

  • Zhao L
  • Lee M
N/ACitations
Citations of this article
6Readers
Mendeley users who have this article in their library.

Abstract

The purpose of this research is to investigate the effects of fashion companies’micro-blogging marketing activities on Chinese consumer attitudes and purchasingintentions. In this research, the technology acceptance model (TAM) was used as theresearch framework, and innovativeness, self-efficacy, and perceived enjoyment variableswere included in the model. Through an online survey, 195 respondents participated in thisstudy. The results were as follows: fashion innovation and self-efficacy have a significantpositive effect on perceived usefulness, as well as ease of use. These two factors have asignificant positive effect on perceived enjoyment. Furthermore, and most significantly, thisperceived enjoyment has a significant effect on the consumer’s attitude toward thecompany, and intention to purchase the fashion company’s products.

Cite

CITATION STYLE

APA

Zhao, L., & Lee, M. (2014). Effects of Fashion Company’s Marketing Activities Using Micro-blogging Services on Chinese Consumer’s Attitude toward Company and Purchase Intention. Fashion Business, 18(6), 157–173. https://doi.org/10.12940/jfb.2014.18.6.157

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free