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

Kim H.Y. Hahn and Eun-Jung Lee

Journal of Global Fashion Marketing, 2014, vol. 5, issue 2, 103-121

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.

Date: 2014
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DOI: 10.1080/20932685.2014.881583

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