IntroductionA Social Network Service (SNS) is a web-based service that allows individuals to create profiles and build social relationships, providing a place for users to exchange information and opinions by providing a platform for communication (Boyd & Ellison, 2007). Recently, SNSs have taken on added importance, as development of mobile devices, such as smartphones or tablet PCs, has enabled access to Internet anytime and anywhere, resulting in surge in number of SNS users. In Korea, the number of SNS users aged over six, who used SNSs over the last year, has increased steadily: 65.7% in 2010, 66.5% in 2011, and 67.1% in 2012 (Korea Internet & Security Agency, 2010, 2012. SNSs have been expanding fast, spurred due to the burgeoning number of users and wireless Internet advancement. International Journal of Human Ecology Vol.16, No.2, December 2015: 11-20 http://dx.doi.org/10. 6115/ijhe.2015.16.2.11 Original Article
AbstractThe purpose of this study was to examine the effects of the construal level and temporal distance of a message and consumer's Social Network Service (SNS) self-efficacy on consumers' attitudes toward SNS fashion advertising. This study employed a 2 (message configuration: high construal level/low construal level) × 2 (temporal distance: distant future/near future) × 2 (SNS self-efficacy: high/low) between-subject factorial design. The survey was conducted on Facebook users in their twenties (N=216). The results are as follows:First, attitude toward SNS fashion advertising and purchase intention was higher when the message construal level was lower and when the temporal distance was closer. Second, no interactions between temporal distance and message construal level for attitude toward SNS advertising and purchase intention were found in this study. However, interactions between temporal distance and SNS self-efficacy for attitude toward SNS advertising and purchase intention were found. When the SNS self-efficacy was high, message with the low construal level reacted significantly positive in terms of attitude toward the ad as well as purchase intention. It is expected that this study will provide insight for apparel makers or retailers to use SNS as a new advertising media for fashion marketing. Practical implications and limitations are discussed. According to this theory, individuals have a high level of abstract and central construal for psychologically distant objects or events, while they have a low level of concrete and specific construal for psychologically close objects or events. Psychological distance is the subjective recognition of how far the object is from the self, consisting of temporal, spatial, social, and hypothetical distances.
KeywordsThus, the present study aims to investigate the effect of SNS advertising messages by operationalizing their construal level, focusing on the temporal distance with the release of new fashion products.In order to find more effective ways to implement SNS marketing for fashion companies, this study aims to examine the effect of...