KOREASCHOLAR

As the number of SNS(Weibo) users in China is growing rapidly, Chinese fashion brands are heavily dependent on SNSs as a fashion marketing communication tool. For this reason, the characteristics of SNS accounts and their influences on SNS users’ responses need to be studied. Thus, the present study aimed to investigate the influences of the characteristics of Chinese fashion brands’ SNS accounts(Weibo) on the perceived usefulness of and satisfaction with the SNS acount, and brand loyalty. Data were collected via a questionnaire survey of men and women living in Beijing or Shanghai aged from 18 to 49 with experience of SNSs(Weibo). After a pilot survey of 70 subjects, the preliminary questionnaire was revised and then translated into Chinese. The questionnaire translated into Chinese was back-translated into Korean to ensure the translation was correct. The final questionnaire was administered to 600 subjects. Exploratory and confirmatory factor analyses, reliability analysis, and structural equation model analysis were conducted for data analysis. The results of this study were as follows: Five factors were extracted for Weibo characteristics: interaction, information provision, information recency, information reliability, and information playfulness. The information reliability, information playfulness, and interaction of SNS accounts(Weibo) had significant influences on perceived usefulness. The information playfulness, information reliability, and information recency showed significant influences on satisfaction. The perceived usefulness exerted significant influences on satisfaction and brand loyalty. The satisfaction also had statistically significant influences on brand loyalty.

Abstract
 I. Introduction
 Ⅱ. Theoretical Background
  1. Characteristics of SNS(WEIBO)
  2. Perceived usefulness
  3. Satisfaction
  4. Brand loyalty
 Ⅲ. Methods
  1. Research hypotheses
  2. Data collection
  3. Instruments
  4. Data analysis
  5. Validity and reliability tests for instruments
  6. Correlation analysis
 Ⅳ. Results and Discussion
  1. Goodness of fit of the research model
  2. Hypothesis test and discussion
 Ⅴ. Conclusion
 References

• Jingwen Zhang(Dept. of Clothing & Textiles, Kyung Hee University) | 장채리
• Mi Sook Kim(Dept. of Clothing & Textiles, Kyung Hee University, Korea) | 김미숙 Corresponding author