Sustainability, Vol. 11, Pages 7154: Effects of SNS Social Capital on E-Service Quality and Sustained Referral Intentions of E-Fitness Apparel: Comparative Body Image Satisfaction Analysis (Sustainability)

Fitness apparel companies target consumers with easy access to social media (e.g., Facebook, Instagram, and Pinterest). However, fitness apparel companies have struggled to incorporate social interactivity into their marketing strategies due to a lack of knowledge about consumers’ social media behaviors and different country contexts. The purpose of this study was to investigate (1) comparison of college students’ body image satisfaction in both the United States (U.S.) and South Korea and (2) how their body satisfaction influences consumer communication and the sustained referral intentions of fitness apparel in social media. The findings from 1144 survey responses of U.S. and South Korean college students reveal that student body satisfaction differs between the two countries. Body-dissatisfied U.S. and South Korean students with social capital on social networking websites are directly influenced by word-of-mouth regarding online fitness apparel purchases. Furthermore, perceived e-service quality, including website design and website responsiveness, is a significant mediator in both cultures, affecting the word-of-mouth for fitness-related purchases. This study provides evidence for marketers of fitness apparel, particularly e-marketers, to consider the cultural differences in customer preferences and customer body satisfaction, so as to enhance service performance.