KOREASCHOLAR

This study investigated how the image congruity of social commerce and fashion brand types affects purchase intention and how trust and price sensitivity moderate this relationship. National brands, private brands, and non-brands were used as brand types in the present study. The online survey method was used to gather the data, and 232 data samples were analyzed. The results of the research were as follows. Consumers perceived greater image congruity between social commerce and nonbrands, followed by private brands and national brands. The significant perception differences were examined by comparing the mean values. There was a significant positive effect of image congruity of social commerce and non-brands on purchase intention. However, insignificant effects were found for image congruity between social commerce and private brands and national brands. In addition, trust and price sensitivity positively predicted social commerce purchase intention. A significant moderating effect of trust was found on the relationship between purchase intention and image congruity of social commerce and non-brands. A moderating effect of price sensitivity was found on the relationship between purchase intention and image congruity of social commerce and private brands. The findings of the present study offer valuable insights into social commerce concerning implementing diverse fashion brands as well as academic and practical implications.

Abstract
 I. Introduction
 Ⅱ. Background
  1. Social commerce
  2. Image congruity
  3. Trust and price sensitivity
  4. Purchase intention
 Ⅲ. Methods
  1. Research questions
  2. Instruments
  3. Sample and data collection procedures
 Ⅳ. Results
  1. Characteristics of respondents
  2. Preliminary analyses
  3. Effects of image congruity between channel andproducts by brand types on purchase intention
 Ⅴ. Conclusion and Implications
 References

• Hyeonyong Park(인하대학교 의류디자인학과) | 박현용
• Hyung Woo Choi(인하대학교 의류디자인학과) | 최형우
• Hyun-Hwa Lee(인하대학교 의류디자인학과) | 이현화 Corresponding author