초록/요약

SNS (social networking service) plays important role in delivering information of fashion brands and providingthe space for the communications between fashion retailers and SNS users and between the users. This study focuseson exploring the relationships among motivation of SNS users and social comparison, clothing purchasing behaviors andthe difference in the relationships according to individual characteristics. Online survey was utilized and the sample of thestudy was Chinese female consumers in their 20’s and 30’s who had experiences in fashion SNS. The total of 297 completed online survey. The results of the study revealed that (1) consumers who have stronger motivation of informationseeking and interpersonal communication through fashion SNS reached more active upward comparison and peer comparison accordingly, (2) the upward comparison had significant effects on conspicuous consumption and bandwagon, whilethe peer comparison had no significant effects, and (3) self-esteem of fashion SNS users significantly moderated the effectof social comparison on conspicuous consumption and conformity consumption. This study contributed to expanding theknowledge on the relationships among motivations of SNS users and social comparison and providing information aboutChinese SNS users’ characteristics and purchasing behaviors into the fashion SNS contexts. This study also provided vitalimplications to fashion brands and retailers.