A study of fashion marketing utilizing SNS and consumer satisfaction

Abstract

   The purpose of this paper is to research for showroomer and reverse showroomer about the relation between the satisfaction with information of SNS and the satisfaction with information in the physical store and about the behavior influenced by information presented by the sales person through SNS. This paper investigate the consumer’s searching information activities and the purchasing behavior for apparel products via web-based survey. The empirical investigation shows the satisfaction with information of SNS is likely to have an influence on the satisfaction with information in the physical store and shows information presented by the sales person through SNS is likely to have an influence on the behavior and the satisfaction. This study suggests the implication for marketing of the apparel retailers and a direction for the future research.