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What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn?

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  • Shin, Eonyou
  • Lee, Jung Eun

Abstract

Given the huge success of fashion influencer marketing in the social media context, it is important to understand which image components of social media fashion influencers (SMFI) are effective in the new fashion adoption process when using a social shopping service such as LIKEtoKNOW.it. Using a 2 × 2 between-subject design in two studies, we investigatedthe joint effects of apparel product type (novel vs. familiar) and the degree of the SMFIs'high socioeconomic status (HSS) (moderately vs. extremely) on consumers' intentional mimicry consumption process from the curiosity perspective. The results showed that for SMFIs with moderately HSS, consumers' curiosity was higher for novel than familiar fashion products. In contrast, for SMFIs with extremely HSS, consumers had a similarly high level of curiosity for both novel and familiar products. Further, product curiosity was positively related to purchase intentions and intentions to use the social shopping service.

Suggested Citation

  • Shin, Eonyou & Lee, Jung Eun, 2021. "What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn?," Journal of Business Research, Elsevier, vol. 132(C), pages 416-428.
    • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:416-428
    DOI: 10.1016/j.jbusres.2021.04.022
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    Cited by:

    1. Kondort Giulia & Pelau Corina & Gati Mirko & Ciofu Ioana, 2023. "The Role of Fashion Influencers in Shaping Consumers’ Buying Decisions and Trends," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 1009-1018, July.
    2. Cabeza-Ramírez, L. Javier & Sánchez-Cañizares, Sandra M. & Santos-Roldán, Luna M. & Fuentes-García, Fernando J., 2022. "Impact of the perceived risk in influencers' product recommendations on their followers' purchase attitudes and intention," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    3. Ransome Epie Bawack & Emilie Bonhoure, 2023. "Influencer is the New Recommender: insights for Theorising Social Recommender Systems," Information Systems Frontiers, Springer, vol. 25(1), pages 183-197, February.
    4. Ng, Felicity Zi-Xuan & Yap, Hui-Yee & Tan, Garry Wei-Han & Lo, Pei-San & Ooi, Keng-Boon, 2022. "Fashion shopping on the go: A Dual-stage predictive-analytics SEM-ANN analysis on usage behaviour, experience response and cross-category usage," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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