User Experience in Fashion Brand Pages in Social Networking Sites: Values and Affective Experience of Information Interaction
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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To enhance a current understanding about brand pages in SNS, this study focuses on user experiences during information interactions in brand pages in SNS and investigates how different values of information interactions in brand pages influence affective experiences, which in turn affect users' experiential states (satisfaction, engagement, cognitive elaboration) and thus their loyalty intention toward brand pages. Four facets of values of interest include two instrumental values (perceived control and usefulness) and two non-instrumental values (perceived enjoyment and connectedness). Data were obtained from 290 adult Koreans who followed fashion brand SNS pages using a self-administered online survey. Our results indicate that users' affective experience during information interaction plays a key role in generating positive user experiences with brand pages in SNS. Specifically, affective experience enhances satisfaction, engaging experience, and cognitive elaboration, thereby increasing loyalty intentions toward the brand page. Additionally, perceived controllability, usefulness, and enjoyment create affective experience.