The purpose of this paper is to propose and empirically validate a model that explains user experiences with information interactions on fashion brand pages, leading to consumer engagement on social media. Specifically, this study tests whether values involved in information interactions prompt positive emotions, which in turn foster experiential states contributing to customer engagement intentions. The moderating role of curiosity is also examined. Data from 290 users of fashion brand page in South Korea were collected using a web-based survey method. Structural equation modeling and the PROCESS macro were used to test the research hypotheses. The results revealed that the perceived values involved in information interactions (usefulness, enjoyment) elicit positive emotions, which foster experiential states (satisfaction, cognitive engagement, elaboration) that lead to engagement intentions with brand pages. The results also showed the moderating effect of curiosity on the relationship between perceived values and positive emotions. Theoretical and practical contributions are discussed.

中文翻译：

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从信息体验到品牌社交媒体帐户上的消费者参与

本文的目的是提出并凭经验验证一种模型，该模型可以解释用户在时尚品牌页面上进行信息交互的体验，从而导致消费者在社交媒体上的参与。具体而言，本研究测试了信息交互中涉及的价值是否会激发积极情绪，进而形成有助于客户参与意图的体验状态。还研究了好奇心的调节作用。使用基于网络的调查方法收集了来自韩国290个时尚品牌页面用户的数据。使用结构方程模型和PROCESS宏来检验研究假设。结果表明，信息交互（有用性，享受）所涉及的感知价值会引发积极情绪，从而促进体验状态（满意度，认知参与，细化），从而导致与品牌页面的互动意向。结果还表明好奇心对感知价值和积极情绪之间关系的调节作用。讨论了理论和实践上的贡献。