Consumer Behavior

Motivation and Technology Acceptance Model (TAM) Variables Affecting Social Media Usage by Market Mavens for Fashion-Related Information Provision

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Abstract

Given the potential impact of market mavens' use of social media marketing on consumer behavior towards fashion products, it is crucial to understand the role of market mavenism in a model that explains the intention to use social media for sharing fashion-related product/marketplace information. Thus, the purpose of the study was to investigate (a) the impact of market mavenism and fashion involvement on motivations for sharing fashion-related information with others and (b) the influence of motivation variables and the technology acceptance model's belief and attitude variables on the intention to use social media to disseminate fashion-related information. The results indicated that market mavenism is positively associated with fashion involvement and two motivations for fashion-related information provision, the sense of pleasure from helping and obligation. Moreover, these two motivations, perceived enjoyment, and attitude toward social media had positive influences on the intention to use social media to disseminate fashion-related information.

Keywords: Social Media, Technology Acceptance Model, Fashion Involvement, Market Maven

How to Cite:

Lee, A. & Fiore, A. M., (2020) “Motivation and Technology Acceptance Model (TAM) Variables Affecting Social Media Usage by Market Mavens for Fashion-Related Information Provision”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11991