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Effect of psychological closeness on consumer attitudes toward fashion blogs: the moderating effect of fashion leadership and interpersonal LOV

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  • Kim H.Y. Hahn
  • Eun-Jung Lee

Abstract

This study examines the influence of psychological closeness to a personal fashion blogger on individuals' attitude toward a fashion blog and purchase intention toward the fashion products displayed by the blogger, while examining fashion leadership (Gutman & Mills, 1982) and List of Values (LOV; Kahle, 1983) interpersonal values as moderators. A convenience sample of 171 female college students in a US university provided usable responses to the survey. Findings from hierarchical regression analysis show that consumers' perceptions of psychological closeness to a blogger affect their attitude toward the blog and their purchase intentions toward the fashion products displayed by the blogger. Fashion leadership was found to be a critical moderating factor that influences the relationship between consumer connection to a blogger and consumer responses. Implications for both researchers and marketers and suggestions for future studies are discussed.

Suggested Citation

  • Kim H.Y. Hahn & Eun-Jung Lee, 2014. "Effect of psychological closeness on consumer attitudes toward fashion blogs: the moderating effect of fashion leadership and interpersonal LOV," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 5(2), pages 103-121, April.
    • Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:2:p:103-121
    DOI: 10.1080/20932685.2014.881583
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    Cited by:

    1. 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.

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