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Abstract 8
I. 서론 11
1. 연구의 필요성 11
2. 연구문제 15
3. 용어정의 16
4. 연구의 가정 17
5. 연구의 제한점 17
II. 이론적 배경 18
1. 인스타그램 18
1) SNS 18
2) 인스타그램(Instagram) 21
2. 상호작용성 26
3. 정보성 30
4. 신뢰성 33
5. 호의적 소비자태도 36
6. 이용의도 38
7. 연구가설 40
8. 연구모형 41
III. 연구방법 42
1. 연구대상 42
2. 측정도구 45
1) 상호작용성 척도(Interactivity Scale: ITS) 45
2) 정보성 척도(Informativeness Scale: IFS) 46
3) 신뢰성 척도(Trust Scale: TS) 46
4) 호의적 소비자태도 척도(Favorable Consumer Attitude Scale: FCAS) 47
5) 이용의도 척도(Use Intention Scale: UIC) 47
3. 자료수집 절차 48
1) 예비조사 48
2) 본 조사 48
4. 통계모형 및 자료분석 49
IV. 결과 50
1. 측정변인 간의 상호상관행렬 및 기술 통계치 50
2. 측정모델의 부합도 및 모수치 추정 51
1) 측정모델의 부합도 검증 결과 52
2) 측정모델의 모수치 추정 결과 52
3. 구조회귀모델의 부합도 및 모수치 추정 54
1) 구조회귀모델의 부합도 검증 결과 54
2) 구조회귀모델의 모수치 추정 결과 54
4. 연구모델의 부합도 및 모수치 추정 56
1) 연구모델의 부합도 검증 결과 56
2) 연구모델의 모수치 추정 결과 56
3) 연구모델의 매개효과 58
V. 고찰 60
1. 이용의도와 관련 변인 간의 관계 60
2. 호의적 소비자태도와 관련 변인 간의 관계 66
3. 신뢰성과 관련 변인 간의 관계 69
VI. 결론 및 제언 71
참고문헌 75
부록 86
표 1. 연구대상의 인구통계학적 특성 분석 43
표 2. 연구대상의 인스타그램 이용실태 분석 44
표 3. 상호작용성 척도의 신뢰도 45
표 4. 정보성 척도의 신뢰도 46
표 5. 신뢰성 척도의 신뢰도 46
표 6. 호의적 소비자태도 척도의 신뢰도 47
표 7. 이용의도 척도의 신뢰도 47
표 8. 측정변인 간의 상호상관행렬 50
표 9. 측정모델의 부합도 지수 52
표 10. 구조회귀모델의 부합도 지수 54
표 11. 구조회귀모델의 직접효과 및 각 요인별 변량 55
표 12. 연구모델의 부합도 지수 56
표 13. 연구모델의 직접효과 및 각 요인별 변량 57
표 14. 연구모델의 매개효과 추정 및 통계적 유의성 검증 결과 59
그림 1. 가설적 연구모델 41
그림 2. 통계적 모델 49
그림 3. 측정모델 51
그림 4. 측정모델의 모수치 추정 결과 53
그림 5. 수정 연구모델 55
그림 6. 연구모델의 분석 결과 57
그림 7. Phantom 변인을 이용한 매개효과 모델 59
초록보기 더보기
The purpose of this study is to investigate the structural relationship among the variables - interactivity, informativeness, trust, favorable consumer attitude, and use intention - in order to examine the relationship between consumers' behaviors related to hair shops and the increase of consumers' use of Instagram with the development of IT.
For this, a questionnaire survey was conducted targeting 861 women in their 20s and 30s who had experience of Instagram from January 24 to February 18, 2017. The data were analyzed using SPSS 23.0 and AMOS 23.0. The results are as follow:
First, interactivity, trust, and favorable consumer attitude of a hair shop Instagram account had a direct effect on use intention, but informativeness did not directly affect use intention. The more interactive and trustful the instagram account was and the more favorable consumer attitude got, the more intention to use the shop the consumer had. Favorable consumer attitude was relatively the most influential variable on use intention, followed by trust and interactivity.
Second, interactivity, informativeness and trust of a hair shop Instagram account had a direct influence on favorable consumer attitude, which means that when consumers perceived more interactivity, informativeness, and trust, their attitude toward the shop gets more favorable. Trust appeared to have the most relative impact on favorable consumer attitude, and interactivity and informativeness followed.
Third, interactivity and informativeness of a hair shop Instagram account affected trust directly. In other words, the more interactivity and informativeness the instagram account offered, the higher trust it received. Informativeness showed a relative influence on trust more than interactivity.
Fourth, interactivity of a hair shop instagram account showed a mediating effect on use intention through trust. This indicates that trust mediated interactivity and use intention, which means that when consumers have more interactivity such as exchanging their information and opinions and responding with comments, their use intention increases; and when they show more trust, their use intention increases as well.
Furthermore, informativeness had a mediating effect on use intention through trust, suggesting that trust mediated between informativeness and use intention. It means that the more realistic and specific information strengthens consumers' use intention through perceived trust.
Fifth, interactivity of a hair shop Instagram account had a mediating impact on use intention through favorable consumer attitude. That is, favorable consumer attitude mediated between interactivity and use intention, meaning that the more favorable attitude consumers have from the hair shop Instagram account, the more their intention to use the shop increases; and the higher their favorable attitude becomes with the interaction, the higher their use intention gets. In addition, informativeness mediated use intention via favorable consumer attitude. This indicates that favorable consumer attitude had a mediating influence between informativeness and use intention.
Sixth, trust had a mediation effect on use intention through favorable consumer attitude. In other words, consumer attitude mediated trust and use intention, which suggests that as consumers take the more favorable attitude through a hair shop Instagram account, they show the higher trust on the information and communicative contents of the Instagram account. Thus, the more favorable consumer attitude mediated by trust increases their use intention.
Seventh, interactivity had a mediating effect on favorable consumer attitude through trust. Trust mediated interactivity and favorable consumer attitude, which means that the higher trust causes the more favorable consumer attitude and the higher trust mediated by interactivity reinforces favorable consumer attitude.
Lastly, informativeness had a mediating influence on favorable consumer attitude through trust. Trust mediated informativeness and favorable consumer attitude, indicating that consumers have the more favorable consumer attitude as they have more trust on the Istagram account; and their attitude also get strengthened as their trust gets higher through informativeness.
The results of this study suggest that among the variables directly affecting use intention, favorable consumer attitude had the greatest influence; among the variables directly affecting favorable consumer attitude, trust had the greatest effect; and among the variables directly affecting trust, informativeness had relatively more influence than interactivity. Besides, regarding the mediating effects on use intention, trust had the greatest effect on use intention mediated by consumer attitude. From this, it was found that consumer attitude was the most critical variable which had both a direct and mediating effect on use intention. Further, in terms of the direct effects among variables, informativeness had the greatest direct influence on trust. Therefore, those variables were identified as the essential ones.
In order to increase consumers' use intention of the hair shop with postings on Instagram, it is required to develop contents such as more realistic and detailed images and videos with information of the hair shop's service environment, hair tyels, or hair products; to seek to increase information trust; to use more hash tags(#), which have necessary information and contents exposed, since the higher the frequency of the hash tags, the more opportunity to be exposed; and to investigate the marketing application of those hash tags as interactions can take place actively due to increased communication and participation.
원문구축 및 2018년 이후 자료는 524호에서 직접 열람하십시요.
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