패션 브랜드의 인스타그램 계정 이용동기와 충성도

Abstract

As a result of the vertical SNS, which enables users to exchange information and interests, and the image-based SNS, which communicates with images without restriction of text, compared with the SNS, The number of active users in the world exceeds 800 million, and the number of subscribers in the Instagram has skyrocketed exponentially, and many companies are conducting various marketing through Instagram. Especially, Instagram is increasingly used as a marketing tool in fashion companies and fashion brands because it communicates with users mainly about visual images such as images and videos. This study suggests that the motivation of users who use Instagrams that have strong image and interest based characteristics compared to the existing SNS is expected to have differentiated characteristics from those of existing SNS, The purpose of this study is to investigate the effect of the fashion brand 's instagram account usage on the satisfaction and flow of the fashion brand' s instutram account loyalty. The purpose of this study is to examine the effects of satisfaction and flow on the relationship between these variables and to investigate the causal relationship and influence among the concepts constructed through regression analysis. For this purpose, this study selected women in their twenties and thirties who have experienced using fashion brand instagrams. Data collection was conducted through an online survey from October 18 to October 21, 2018, and a total of 332 data were used for final statistical analysis. Data analysis was done by frequency analysis, t-test, factor analysis, reliability analysis (Cronbach's α) and multiple regression analysis through SPSS 24.0 program. As a result of the study, it was confirmed that four factors of information branding, convenience of use, up - to - date, and interactivity were identified as motives for using the Instagramgram account of fashion brand. It was found that the information providing ability, the convenience of use, and the up - to - date influence the satisfaction of the fashion brand, and the information providing ability, the usability, the freshness, and the interactivity have a significant influence on the flow I could see that. Also, it can be confirmed that if we experience satisfaction and flow after using the fashion brand 's Instagram account, it leads to the brand account loyalty. There were significant differences in perception, satisfaction, flow, and loyalty of the fashion brand among the two groups, and clothing, High involvement group was higher than low involvement group. Clothing Involvement Group Instance In the relationship between fashion brand account usage motivation and satisfaction, the high affinity group of clothing had a significant effect on satisfaction in order of information providing, In the case of group, the convenience of use, up - to - date, and information - providing have a significant effect on satisfaction. Clothing Involvement Group Introductory Pattern In the relationship between the fashion brand account usage motive and flow, it was found that the high affluent group had a significant influence on the flow in terms of usability, information providing, interactivity, Clothing, low - involvement group had a significant effect on ease of use, interactivity, and freshness. Finally, the satisfaction level and the flow of the fashion brand had a significant effect on the loyalty, and the satisfaction level had a greater influence on the loyalty. This study investigated the users' usage patterns of Instagram, and they were able to know the motivation, satisfaction, flow and loyalty of users of fashion brand Instagram. It was found that the satisfaction and flow according to the motives of using the Instagram gram account of the fashion brand leads to the brand account loyalty of the brand. This study suggests a practical alternative for constructing a marketing method when using the Instagram as a marketing tool in fashion brand. The result of this study is used as basic data for follow - up study on brand marketing using Instagram It seems to be possible.