[논문]개인특성에 따른 인스타그램 사용의도: 완벽주의적 자기제시, 자기효능감, 자아해석을 중심으로

안가영; 한은경

doi:10.14400/jdc.2019.17.7.317

개인특성에 따른 인스타그램 사용의도: 완벽주의적 자기제시, 자기효능감, 자아해석을 중심으로
#Looksperfectgram: The Relationship between Perfectionistic Self-Presentation, Self-Construal, Self-Efficacy and Intention to Use Instagram 원문보기

디지털융복합연구 = Journal of digital convergence, v.17 no.7, 2019년, pp.317 - 329

안가영 (브랜드 평판 연구소) , 한은경 (성균관대학교 미디어커뮤니케이션학과)

초록
AI-Helper

요즘 들어, 사진이나 이미지 중심의 소셜 네트워킹 서비스인 인스타그램은 학계와 업계의 주목을 받고 있다. 이러한 관심에도 불구하고 소비자들이 이 서비스를 사용하도록 유도하는 사회적, 심리적 요인에 대해서는 거의 알려진 바가 없다. 이러한 상황 속에서, 본 연구는 인스타그램 사용자에 대한 기본적인 이해를 제공하기 위해 250명의 참가자를 대상으로 인스타그램 사용자들에게서 나타나는 완벽주의적 자기제시 성향과 그 하위 요소를 찾아내고, 또한 이들과 인스타그램 사용의도 변수와의 관계를 탐구하였다. 그리고 자기 효능감과 자아 해석의 조절효과에 대해서도 살펴보았다. 이를 위해, 총 380명의 참가자를 예측된 가설과 연구문제를 검증하기 위해 모집하였다. 연구결과에 따르면 완벽주의적 자기제시는 다섯 가지 하위 요소인 타인의식적 자기제시, 주관적 자기제시, 환경적응적 자기제시, 자아 확장적 자기제시, 사회적 자기제시 등을 포함하고 있음을 확인하였다. 또한, 이러한 다섯 가지 요소를 지닌 완벽주의적 자기제시가 자기 효능감과 자아 해석의 조절효과를 통하여 인스타그램 사용의도에 긍정적인 영향을 미친다는 것을 밝혀냈다. 이러한 연구결과를 바탕으로 본 연구의 함의가 논의되었다.

Abstract ▼ AI-Helper

Instagram, a photo and image centered social networking service, has received increasing attention these days, from scholars and practitioners. However, little is known about the social and psychological factors that lead consumers to use this service. To provide a baseline understanding on Instagram users, the current study was conducted to discover perfectionistic self-presentation tendency expressed by the Instagram users and explore the relationships between identified perfectionistic self-presentation and intention to use Instagram variables with 250 participants. In addition, this study tried to determine the moderator effect of self-efficacy and self-construal. A comprehensive survey was directed and a total of 380 participants were recruited to verify anticipated hypotheses and research questions. The research results suggest that perfectionistic self-presentation has five sub factors: others conscious self-presentation, subjective self-presentation, environmental adaptation self-presentation, self-expansion self-presentation, and social self-presentation. The implications of this research findings are discussed.

주제어

표/그림 (4)

표 Table 1. Perfectionistic Self-presentation
표 Table 2. Confirmatory Factor Analysis Model Fitness Index
표 Table 3. Results of Demographic Characteristics
표 Table 4. Result of Moderator Regressions between Variables

AI 본문요약
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* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

가설 설정

H1: Perfectionistic self-presentation will positively affect the intention to use Instagram.
H2: Self-efficacy will moderate the relationship between perfectionistic self-presentation and the intention to use Instagram positively.
Hypothesis 2 assumed that self-efficacy has a moderator effect on the relationship between perfectionistic self-presentation and the intention to use Instagram. As shown in Table 4.
Hypothesis 2 assumed that self-efficacy would positively moderate the relationship between 5 factors of perfectionistic self-presentation and intention to use Instagram. Multiple regressions analysis revealed that only factor 3 ‘social self-presentation’ and factor 4 ‘self expansive self-presentation’ with self-efficacy could positively influence the intention to use Instagram.
Second, the number of participants is not large. If the sample size was bigger, the overall research results would be more reliable and easier to be generalized in real field situations.

제안 방법

All the participants were asked to pick the most agreeable answers using 7-point Likert type scale ranging from “1= strongly disagree” to “7= strongly agree”.
One way of determining an instrument's validity is to examine the underlying structure of the measure using factor-analytic techniques. Because this study has proposed that the perfectionistic self-presentation construct assesses five factors of perfectionistic self-presentation from PCA, with varimax rotation in the process of exploratory factor analysis (EFA). In this part of the study, the key five factors of perfectionistic self-presentation were assessed by using South Korean Instagram users, who are in their 20s and 30s.
This study investigated whether perfectionistic self-presentation positively affected the intention to use Instagram. In addition, this study evaluated how self-efficacy and self-construal theory could strengthen or weaken the relationship between perfectionistic self-presentation and the intention to use Instagram.
In order to test hypothesis 1 and 2 and answer research question 2 for this study, multiple regression analysis was conducted. For this, the effect of independent variables on dependent variables was analyzed.
Because this study has proposed that the perfectionistic self-presentation construct assesses five factors of perfectionistic self-presentation from PCA, with varimax rotation in the process of exploratory factor analysis (EFA). In this part of the study, the key five factors of perfectionistic self-presentation were assessed by using South Korean Instagram users, who are in their 20s and 30s.
In order to obtain factors of the newer version of perfectionistic self-presentation and answer to the first research question, 120 participants were recruited for the EFA. Principal component analysis (PCA) with varimax rotation in the process of EFA was performed to determine what underlying structure might have existed for perfectionistic self-presentation for this research. The PCA was evaluated with Eigen value (>1.
Research question 2 examined whether self-construal had a moderator effect on the relationship between the 5 factors of perfectionistic self-presentation and the intention to use Instagram in order to determine the moderator effect. The result was revealed that when self-construal was entered as an interaction variable with the 5 factors of the perfectionistic self-presentation, only social self-presentation showed interactions with the self-construal.
The initial steps in developing a measure of the perfectionistic self-presentation involve perfectionistic self-presentation scale, multidimensional perfectionism scale, and self-monitoring scale [12, 28, 29]. The purpose of Study 1 was to develop a reliable set of items, derived from self-presentation and self-perfectionism theory, tapping the five main factors of perfectionistic self-presentation.
With these processes, the survey was implemented. The survey questions were consisted of perfectionistic self-presentation scale [12, 30] with the 27 questions, multidimensional perfectionism scale [28] with 45 questions, and 18-item of self-monitoring scale [29]. All the participants were asked to pick the most agreeable answers using 7-point Likert type scale ranging from “1= strongly disagree” to “7= strongly agree”.
This research broadened the term of perfectionistic self-presentation based on South Korean participants’ answers and perceptions.
However, not that many researchers have studied the factors, which might influence people to use Instagram. This research widens the barriers to such study regarding the intention to use Instagram and found a new variable, perfectionistic self-presentation that could cause people to use Instagram. This research broadened the term of perfectionistic self-presentation based on South Korean participants’ answers and perceptions.
This research widens the boundaries to such study regarding the intention to use Instagram and finds a new variable, perfectionistic self-presentation that could cause people to use Instagram. In addition, this study identified 5 factors that could categorize the perfectionistic self-presentation.
Research question 1 predicted that how many sub-factors were constructed for perfectionistic self-presentation. Total 90 measurement items were retrieved from various precedent researches in order to measure South Korean Instagram users having their perfectionistic self-presentation characteristics. With the process of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), overall 5 factors and 21 measurement items were revealed.

대상 데이터

380 South Korean participants of various ages were recruited for this research. All participants were recruited through panel research from a South Korean survey company.
380 South Korean participants of various ages were recruited for this research. All participants were recruited through panel research from a South Korean survey company. In order to gather credible and meaningful answers, participants from age 20 to over age 50 were grouped into the following age ranges of: 20 to 24, 25 to 29, 30 to 34, 35 to 39, 40 to 44, 45 to 49, and above 50.
In order to obtain factors of the newer version of perfectionistic self-presentation and answer to the first research question, 120 participants were recruited for the EFA. Principal component analysis (PCA) with varimax rotation in the process of EFA was performed to determine what underlying structure might have existed for perfectionistic self-presentation for this research.
Next, confirmatory factor analysis (CFA) was conducted to validate and assess replicability of the 5-factor (21 items) structure. Overall 130 participants were recruited for this analysis. The 8 items for others conscious self-presentation, 3 items for subjective self-presentation, 4 items for social self-presentation, 3 items for environmental adaptation self-presentation, and 3 items for self expansive self-presentation were confirmed to be valid for further analyses.
Total 90 measurement items were retrieved from various precedent researches in order to measure South Korean Instagram users having their perfectionistic self-presentation characteristics. With the process of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), overall 5 factors and 21 measurement items were revealed. The 5 factors and measurement items were; ‘others conscious self-presentation’ with 8 items, ‘subjective self-presentation’ with 3 items, ‘social self-presentation’ with 4 items, ‘environmental adaptation self-presentation’ with 3 items and ‘self expansive self-presentation’ with 3 items.

이론/모형

(2002) was adapted, since the scale and its items were well organized and it was worth of applying. In order to measure self-construal, 14-item scale of Hardin et al. (2004) was used for this research. Intention to use Instagram was measured with the 4 items that were used for behavioral intention.
Again, the 7-point Likert scale anchored by “1= strongly disagree” and “7= strongly agree” was used for these questions. In order to measure the relationships among variables for this whole research, the 21-item scale that was retrieved from the pre-test was used. Regarding the self-efficacy, scale from Scholz et al.
The 4 items were modified from Ma’s (2013) research after retrieving and modifying Fishbein and Ajezen’s (1975) theory of reasoned action.

성능/효과

Hypothesis 1 predicted that all 5 factors of the perfectionistic self-presentation had positive effect on intention to use Instagram. However, in Table 4.
Hypothesis 1 predicted that perfectionistic self-presentation with 5 factors had a positive effect on the intention to use Instagram. As a result of multiple regression analysis, only factor 1 ‘others conscious self-presentation’ and factor 3 ‘environmental adaptation self-presentation’ had positive effect on the intention to use Instagram.
In this study, three implications were derived from examining the effects of South Koreans’ five perfectionistic self-presentation tendencies on intention to use Instagram with the moderation effects of self-efficacy and self-construal.
Second, self-efficacy, one of the moderators was the only variable that shows moderation effect within the relationship between the five perfectionistic self-presentation and the intention to use Instagram. Self-efficacy, the self-belief on one’s ability to successfully achieve the given task [14], means that the self-presentation tendency of Korean Instagram users has a synergy effect on the intention to use Instagram.
The 8 items for others conscious self-presentation, 3 items for subjective self-presentation, 4 items for social self-presentation, 3 items for environmental adaptation self-presentation, and 3 items for self expansive self-presentation were confirmed to be valid for further analyses. The overall goodness fit values were also acceptable (x² =226.723, df=1.417, GFI=0.949, CFI=0.976, NFI=0.924, IFI=0.976, RMR=0.073, RMSEA=0.033). Therefore, the CFA for an independent variable was successful and each factor was confirmed.
Third, the correlation between environmental adaptation self-presentation, social self-presentation, self expansive self-presentation and self-efficacy has a statistically significant effect on the intention to use Instagram.
This study investigated whether perfectionistic self-presentation positively affected the intention to use Instagram. In addition, this study evaluated how self-efficacy and self-construal theory could strengthen or weaken the relationship between perfectionistic self-presentation and the intention to use Instagram.

후속연구

Finally, more interesting and newer moderator variable should be included for better study other than self-construal since this variable can overlap with perfectionistic self-presentation. If there are any attractive and valuable variables for the moderator, this study could be developed better to expand our perspectives and find out the social phenomena that are currently happening.

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표제어: PCR

동의어: Packet Collision Rate

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용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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