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패션브랜드 인스타그램 사용자 특성에 따른 이용현황 및 소비자태도

Title
패션브랜드 인스타그램 사용자 특성에 따른 이용현황 및 소비자태도
Other Titles
Instagram of Fashion Brand's Current Use and Customer Attitude based on User Attributes
Author
이지연
Keywords
Instagram; Fashion interest; Benefit seeking; Customer attitude; 인스타그램; 패션관심; 추구혜택; 소비자태도
Issue Date
2015-12
Publisher
한국의상디자인학회
Citation
한국의상디자인학회지, v. 17, NO 4, Page. 201-217
Abstract
Instagram, image based visual SNS platform is regarded as one of the most effective marketing channels and the number of users are getting increased. To enhance of our understanding of general current use and customer attitude through Instagram accounts owned by fashion brands depending on user attributes, the present study investigates factors that current status of use, purpose of use, brand attitude, purchase intension, and recommend intension. A survey method was conducted for empirical test. A convenience sample of 100 participants was used for data analysis. SPSS 18.0 was used for statistical analysis. Findings of this study suggest that first, the very purpose of access is to grasp fashion trend, second, a group of the high interest in fashion accesses to Instagram account of fashion brands more often, uses Instagram for information search more than other group and has a positive influence on recommend intension, third, a group of the high frequent access accesses Instagram for purpose of information search more and has a positive influent on values on customer attitude and the last, partial purposes of utilization and benefits sought of Instagram of fashion brands has a positive influence on customer attitude.
URI
http://www.dbpia.co.kr/Article/NODE06592560http://hdl.handle.net/20.500.11754/29274
ISSN
1229-7240
Appears in Collections:
COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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