Title Page
Contents
ABSTRACT 11
CHAPTER 1. INTRODUCTION 13
CHAPTER 2. THEORETICAL BACKGROUND 17
1. The Publishing Industry 17
2. Instagram Book Community 20
3. User-generated Content 27
4. Information Adoption Model 31
4.1. Argument Quality 34
4.2. Source Credibility 36
4.3. Information Usefulness and Information Adoption 39
5. Research Model 42
CHAPTER 3. RESEARCH METHOD 43
1. Experimental Design 43
2. Stimulus Material 43
3. Participants 45
4. Measures 46
5. Procedure 47
CHAPTER 4. RESULTS 49
1. Preliminary Data Analysis 49
1.1. Demographic information 49
1.2. Manipulation check 51
1.3. Reliability and validity of measurement scales 51
2. Hypothesis Testing 54
CHAPTER 5. DISCUSSION AND CONCLUSION 57
1. Summary of Findings 57
2. Implications 59
2.1. Theoretical Implications 59
2.2. Practical Implications 62
3. Study Limitations and Suggestion for Future Research 64
REFERENCES 67
APPENDICES 10
APPENDIX A. SURVEY QUESTIONNAIRE 79
APPENDIX B. STIMULUS MATERIALS (original) 83
APPENDIX C. STIMULUS TRANSLATION (english) 87
ABSTRACT IN KOREAN 88
Table 1. Number of participants by 4 experimental groups 45
Table 2. Variable description 47
Table 3. Demographic information of respondents 50
Table 4. Manipulation checks 51
Table 5. Descriptive statistics and Cronbach's Alpha reliability test 52
Table 6. Pearson correlation coefficient analysis 53
Table 7. MANCOVA results 55
Table 8. Linear regression analysis 56
Table 9. Overview of hypotheses 58
Figure 1. Hashtag #bookstagram search 21
Figure 2. Example of bookstagrammer @booksandlala content 23
Figure 3. Example of Instagram UGC book review 25
Figure 4. UGC book review (left) and active interaction posted by other users... 30
Figure 5. Information Adoption Model 33
Figure 6. Research model of the present study 42