The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

Effect of usage motivation of luxury fashion brands' Instagram on flow, enjoyment, and purchase intention

럭셔리 패션 브랜드 인스타그램 계정 이용 동기가 소비자 몰입, 즐거움, 구매의도에 미치는 영향

  • 이은정 (국민대학교 조형대학 의상디자인학과) ;
  • Received : 2021.09.30
  • Accepted : 2021.10.18
  • Published : 2021.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

In this study, based on the theory of use and satisfaction, the motives of consumers who use Instagram accounts for luxury fashion brands were classified and the effect of the flow state experienced according to the motives on the purchase intention and the enjoyment was empirically studied. As a result of the analysis, the conclusions obtained through this study can be summarized as follows. First, it was found that the motive for using Instagram, a luxury fashion brand, had a significant positive effect on flow, followed by social interaction motive, informational motive, and enjoyment motive. Among the motivations for use, it was confirmed that the motivation for social interaction had the greatest influence on flow. Second, when using the luxury fashion brand Instagram account, the state of consumer flow induces positive emotions such as pleasure, which has a positive effect on purchase intention. Third, age, which is a characteristic of luxury fashion brand Instagram account users, had a significant positive moderating effect on the relationship between informational motives and flow, and had a significant negative effect with playful motives. Through the results of this study, we contributed to the flow of previous related studies by empirically showing the dynamics of consumer psychology related to the use of luxury Instagram accounts.

본 연구에서는 이용과 충족 이론 토대로 럭셔리 패션 브랜드 인스타그램 계정을 이용하는 소비자들의 이용 동기를 분류하고 이용 동기에 따라 경험하게 되는 몰입 상태의 즐거움과 구매의도에 미치는 영향을 실증적으로 연구하였다. 분석결과, 본 연구를 통해 얻어진 결론은 다음과 같이 정리할 수 있다. 첫째, 럭셔리 패션 브랜드 인스타그램 이용 동기는 몰입에 유의한 정적인 영향을 미치며 사회적 상호작용 동기, 정보적 동기, 유희적 동기 순으로 영향력이 있는 것으로 나타났다. 이용동기 중에서 사회적 상호작용 동기가 몰입에 가장 큰 영향을 미치는 것으로 확인되었다. 둘째, 럭셔리 패션 브랜드 인스타그램 계정 이용 시 소비자의 몰입상태가 즐거움과 같은 긍정적 정서를 유발하여, 이는 구매의도에 정적 영향을 미치는 것으로 나타났다. 셋째, 럭셔리 패션 브랜드 인스타그램 계정 이용자 특성인 연령대는 정보적 이용동기와 몰입 간의 관계에서 유의한 정적 조절효과를 가졌고 유희적 이용동기와는 유의한 부적인 영향을 보였다. 본 연구 결과를 통해 럭셔리 패션 브랜드의 주요한 커뮤니케이션 수단으로 활용되는 인스타그램 계정의 이용과 관련된 소비자 심리에 대한 실증적 결과를 얻었고, 이는 기존 관련 선행연구 흐름에 기여했다.

Keywords

Acknowledgement

This research is in part supported by National Research Fund of Korea (2015R1A5A7037615).

References

  1. Lee, S. H. (2012). SNS users' factors that affect continuous usage and purchase intention: Social marketing perspective. Unpublished master's thesis, Chonnam National University, Gwangjoo, Korea.
  2. Ko, A., and Kim, S. (2014). A study on fashion brand's SNS marketing - Based on Technology Acceptance Model (TAM) -. The Research Journal of the Costume Culture, 22(6), 1011-1027. https://doi.org/10.29049/rjcc.2014.22.6.1011
  3. Yum, H. and Park, S. (2020). Promotional Strategies of Luxury Fashion Brands in Social Media -Focused on Instagram. Journal of Communication Design, 72(1), 255-266.
  4. Park, J., and Lee, Y. (2021). Analysis of digital marketing strategies of luxury fashion brands. Journal of the Korea Fashion and Costume Design Association, 23(1), 87-102. https://doi.org/10.30751/KFCDA.2021.23.1.87
  5. Katz, E. (1959). Mass Communications Research and the Study of Popular Culture: An Editorial Note on a Possible Future for This Journal. Studies in Public Communication, 2, 1-6.
  6. Kang, M., and Cho, C. (2020). A Study on Use Motivation, Consumers' Characteristics, and Viewing Satisfaction of Need Fulfillment Video Contents(Vlog / ASMR / Muk-bang). The Journal of the Korea Contents Association, (20)1, 73-98. https://doi.org/10.5392/JKCA.2020.20.01.073
  7. Kim, H. (2017). Predicting Photo-sharing Behavior on Instagram: Uses and Gratification Theory. The Journal of the Korea Contents Association, 17(11), 252-263. https://doi.org/10.5392/JKCA.2017.17.11.252
  8. Park, C., and Nam, K. (2020). The effects of food instagram users' motivation on flow, satisfaction and revisit intention. Korean Journal of Hospitality and Tourism, 29(8), 143-162. https://doi.org/10.24992/KJHT.2020.12.29.08.143.
  9. Kim, R., and Hahn, E. (2016). The Impacts of Use Motivation of Instagram Brand Account on Satisfaction and Continuous Use Intention : Focusing on the Mediating Effect of Flow. Korean Journal of Advertising, 111, 5-39.
  10. Jang, C., Shin, C., and Sung, Y. (2020). Effect of Branded Content on Engagement and Purchase Intention - Control Effect of Need for Uniqueness and Mediating Effect of Enjoyment. Journal of Cultural Product and Design, 60, 23-31. https://doi.org/10.18555/kicpd.2020.60.03
  11. Csikszentmihalyi, M. (1975). Play and Intrinsic Rewards, Journal of Humanistic Psychology, 15(3), 41-63. https://doi.org/10.1177/002216787501500306
  12. Trevino, L. K., and Webster, J. (1992). Flow in computer-mediated communication electronic mail and voice mail evaluation and impacts. Communication Research, 19(5), 539-573. https://doi.org/10.1177/009365092019005001
  13. Lee, S. I., and Park, Y. S. (2013). The effects of service quality on consumption emotions and flow experience in internet shopping malls: Focused on the elaboration of the flow theory using the PAD model. Journal of Consumer Studies, 24(1), 1-29.
  14. Kang, M.., Ko, E., and Chae, H.(2019). The Effect of Sustainable Fashion Brand's Advertising Color and Expression on Consumers' Emotions and Perceptions- Focus on Instagram. Fashion and Textile Research Journal, 21(4), 432-451. https://doi.org/10.5805/SFTI.2019.21.4.432
  15. Noh, Y. (2015). A Study on SNS usage motivations affecting flow - Focus on facebook users. The e-Business Studies, 16(1), 287-304. https://doi.org/10.15719/geba.16.1.201502.287
  16. Mehrabian, A., and Russell, J. A. (1974), An approach to environmental psychology. The MIT Press.
  17. Ahn, T., Ryu, S., and Han, I. (2007), The impact of Web quality and playfulness on user acceptance of online retailing, Information and management, 44(3), 263-275. https://doi.org/10.1016/j.im.2006.12.008
  18. Jang, H., Kim, Y., and Lee, S. (2020). The effects of premium brand coffee shops' service experiences on pleasure, flow, and revisit-intention. Korean Journal of Hospitality and Tourism, 29(3), 15-33. https://doi.org/10.24992/KJHT.2020.04.29.03.15.
  19. Lee and Kim, 2015 Lee, H. R., and Kim, J. J. (2015). The effect of social distance, source expertise on brand attitude and purchasing intention according to e-WOM directionality. Journal of Distribution and Management Research, 18(4), 51-74. https://doi.org/10.17961/jdmr.18.4.201508.51
  20. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845
  21. Taylor, S. A., and Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2
  22. Kotler, P. (2000) Marketing Management: The Millennium Edition. Person Prentice Hall, Upper Saddle River.
  23. Kim, A. (2016). The Effects of SNS Characteristics of SPA's on Brand Attachment and Purchase Intention. Unpublished Master's Thesis, Dongduk Women's University, Seoul, Korea.
  24. Ko, J. M., Shin, J. Y., Ko, E. J., and Chae, H. J. (2014). The effects of image contents based fashion brands' SNS toward flow and brand attitude : Focus on pleasure emotion as mediator. Fashion and Textile Research Journal, 16(6), 908-920. https://doi.org/10.5805/SFTI.2014.16.6.908
  25. Kim, M. (2020). A Study on the Impact of Framing Sustainable Marketing Messages: Focusing on Consumer Evaluation of Luxury Fashion Brands. Unpublished Master's Thesis, Kookmin University, Seoul, Korea.
  26. Huh, M., and Cha, H. (2021). The Influence of Usage Behavior and Motivation of Taiwanese Instagram Brand Accounts on Flow and Brand Attitude: The Moderating Effect of Self-disclosure, A Cultural Characteristic of Taiwan, The Korean Journal of Advertising, 32(2), 67-101. https://doi.org/10.14377/KJA.2021.2.28.67