{"title":"Social network online communities: information sources for apparel shopping","authors":"Huiju Park, Hira Cho","doi":"10.1108/07363761211259214","DOIUrl":null,"url":null,"abstract":"Purpose – This study aims to understand how social network online communities affect information seeking behavior and decision making for apparel shopping.Design/methodology/approach – An empirical study was conducted using a developed research model that hypothesized the effects of selected variables on information seeking behavior at social network online communities. The analyzed data were 186 samples collected from female college students who had more than three months of experience at a social network online community.Findings – The results confirmed the positive relationship between commitment to a social network online community and information seeking behavior at the community. This relationship was expected to be moderated by individuals' sensitivity to group conformity. A visual inspection of the plot suggested a meaningful implication, but no significant statistical results were identified in a following test. Results also found commitment will be developed when the individuals are psychologica...","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"35 1 1","pages":"400-411"},"PeriodicalIF":3.3000,"publicationDate":"2012-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/07363761211259214","citationCount":"150","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/07363761211259214","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 150
Abstract
Purpose – This study aims to understand how social network online communities affect information seeking behavior and decision making for apparel shopping.Design/methodology/approach – An empirical study was conducted using a developed research model that hypothesized the effects of selected variables on information seeking behavior at social network online communities. The analyzed data were 186 samples collected from female college students who had more than three months of experience at a social network online community.Findings – The results confirmed the positive relationship between commitment to a social network online community and information seeking behavior at the community. This relationship was expected to be moderated by individuals' sensitivity to group conformity. A visual inspection of the plot suggested a meaningful implication, but no significant statistical results were identified in a following test. Results also found commitment will be developed when the individuals are psychologica...
期刊介绍：
■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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