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패션 인스타그램의 정보제공 주체(브랜드 vs 소비자)에 따른 소비자 인식 -신뢰성, 유용성, 유희성을 중심으로-
Consumer Perceptions of Images in Fashion Instagram by Information Providers (Brand vs Consumers) -Focusing on Credibility, Usefulness, Enjoyment- 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.42 no.3, 2018년, pp.379 - 396  

윤아영 (구찌 코리아) ,  이은영 (인하대학교 교육대학원 가정교육전공) ,  이현화 (인하대학교 의류디자인학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

This study investigated consumer perceptions of information provided in a fashion Instagram. This study examined the differences between information provided in Instagram by brand vs consumers. A pilot test was conducted to develop stimuli and a brand selection in the main study. Participants were r...

주제어

#인스타그램   #정보제공   #신뢰성   #유용성   #유희성  

질의응답

핵심어 질문 논문에서 추출한 답변
인스타그램 이용자들은 어떤 방식으로 타인과 공유하는가? 인스타그램 이용자들은 본인이 직접 촬영한 이미지들을 자신의 인스타그램 계정에 게시하여 본인의 라이프스타일 혹은 관심사를 타인과 공유하며, 게시물을 본 또다른 이용자는 ‘좋아요’와 댓글을 통해 감정을 전하고 공유한다(Nam et al., 2015).
신뢰는 어떠한 태도를 말하는가? 신뢰는 상대방의 행동이 자신에게 호의적이거나 악의적이지 않을 것이라는 기대와 믿음(Morgan & Hunt, 1994)으로 정의되며, 상대방의 의도나 행동에 대한 긍정 적인 관점에서 상대방을 믿고자 하는 태도로 정의된다 (Mayer et al., 1995).
인스타 그램을 마케팅 전략으로 활용하는 브랜드들은 어떤 방식을 이용하는가? 사진과 동영상을 이용한 콘텐츠를 공유가 활발한 이미지 중심의 인스타 그램은 시각적인 정보전달기능이 높은 편이며(Ahn & Kim, 2016; Han, 2015), ‘해시태그’라는 기능을 사용하여 특정 단어에 대한 집중적인 검색결과와 실시간으로 게시물 공유가 가능하다(Kim & Song, 2015). 따라서, 인스타그램을 마케팅 전략으로 활용하는 브랜드들은 브랜 드의 인스타그램 계정에서 해시태그를 통해 ‘#브랜드명’ 혹은 ‘#상품명’ 등을 포함한 사진이나 게시물들을 소비 자들에게 노출시키는 방식을 이용하고 있다(Y. M.
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