A Study on Information seeking Benefits of Fashion Applications of Users and their Effects on loyalty and Satisfaction Focused on iPhone Fashion Applications
Considering the rapid growth of mobile industry and the emerging application marketing, this study focused on fashion applications, which had not drawn much academic attention before, and analysed relevant content composition, information seeking benefits based on users` lifestyles and resulting differences in satisfaction and loyalty. In short, fashion applications were divided into fashion and non fashion brand apps. Brand apps were subdivided into luxury, women`s wear, men`s wear, casual wear, sportswear, accessories and the like. Non brand apps included commerce, magazine, information, style tip, SNS and wardrobe manager types. As for users` lifestyle based information search, the higher the tendency to search information on the internet and to favour reasonable consumption, the more basic information on products and brands they sought, whereas the higher the tendency to look for high profile brands and to favour global culture, the more additional information like images or entertainments they sought. To sum up, given that studies on fashion specific applications were rare, the present study reviewed and categorized current fashion applications, and suggested theoretical and practical groundwork for developing content based on target consumers` lifestyle and for planning fashion applications in practice.