A Study On Gratifications And Behaviors Of Fashion We Media Users

Fashion we media has gradually become a primary platform for audiences to contact with fashion.Compare to traditional fashion media,the most successful fashion bloggers nowadays have a charismatic personality and a unique language style.Despite following and sharing the latest high fashion trends with their funs,most of them also share styling techniques that are more practical and accessible to the general public.This paper is to examine what the gratifications of users of fashion we media gain and how they behave.This research is based on "uses and gratifications" theoretical framework,to explore gratifications that gained by the users of fashion we media and its user behavior(browsing behavior,interaction and purchase behavior),and purchase intention.By adopting questionnaire research method,a "snowball" technique is used to recruit 303 valid questionnaires were collected,supplemented by qualitative pre-survey unstructured interviews.After interview and data analysis,the followings are found:(1)the users of fashion we media are mostly young people,majority of users are female and students;more views,less duration each time;(2)users derive gratifications from four aspects,which are information acquisition,communication,convenience and visual enjoyment;(3)the gratifications of fashion we media users is related to their users' behaviors and purchase intention,and some gratifications can positively predict users' behavior and purchase intention;(4)the browsing behavior can positively affect the purchase intention,browsing behavior and interaction can predict the purchase behavior positively;(5)the stronger the purchase intention of fashion self-media users,the more likely they will place a purchase.This study investigated the usage,gratifications and behavior of fashion we media users,and put forward the gratification of visual enjoyment,and enriched the theory of"uses and gratifications".The research results also provide references and suggestions for the operation of fashion we media,which has theoretical and practical significance.