Why Forward Viral Fashion Messages? The Moderating Roles of Consumers’ Fashion Traits and Message Orientation

摘要: ABSTRACTBusinesses are now using social media as platforms for viral marketing. However, little is known about the motivations, attitudes, and behaviors of fashion consumers who engage with this marketing instrument. This study examines factors that influence consumers’ use their behavioral intentions to forward messages. An attitudinal model was proposed through integration uses gratification theory elaboration likelihood model. Individuals’ trait message orientations were specified moderating factors. online survey administered collect data, 381 college students participated in study. Hypotheses tested structural equation modeling. Findings showed individuals’ intention a affected by favorable functional expressive attitudes towards message, while motivations had only slight effects on attitudes. Group comparisons significant m...