Earticle

초록

영어

This study investigates how the effects of Instagram usage motivations affect fashion and beauty Instagram attributes that influence impulse purchase intention in Korea and Spain. 350 usable questionnaires were obtained from two regions; subsequently, the data was analyzed by using factor analysis, Cronbach’s alpha, and regression analysis using SPSS 26.0. The study results indicated that Instagram usage motivations influenced the perception of fashion and beauty Instagram attributes. Fashion and beauty Instagram attributes influenced impulse purchase intention. However, the results point to differences between Korean and Spain Instargram users in the factors related to impulse purchase intention. This study contributed to expanding the knowledge on the usage motivations of Instargram and impulse buying intention for fashion and beauty products among Korean and Spanish Instargram users.

중국어

随着信息化技术的发展，利用互联网和智能设备展现自我并进行沟通的社交网络服务SNS(Social Network Service)得到快速普及，其中最具代表性的便是照片墙。本研究以生活在韩国和西班牙且使用过照片墙的20~30多岁男女用户为对象，考察了照片墙使用动机和照片墙时尚与美容特点对冲动购买意向产生的影响，并通过比较韩国和西班牙两国用户，总结了两国间的差异。另外，通过线上线下问卷调查，采用便利抽样方法收集了资料。为了分析收集的资料，利用SPSS Win 26.0进行了频度分析、探索因子分析、可信度分析、t检验以及回归分析。经分析，照片墙使用动机可分为‘自我表现’、‘信息搜索’、‘日常活动’等三个动机，而照片墙时尚和美容特点可概括为‘娱乐性’、‘信息性’和‘共享性’三点。另外，韩国和西班牙的照片墙用户在对照片墙使用动机、照片墙时尚和美容特点的意识以及冲动购买意向方面呈现出显著差异。尤其，两国在照片墙时尚和美容特点对冲动购买意向产生的影响方面具有明显差异。这一研究结果将有助于国内时尚和美容领域的营销人员进军全球市场，并制定产品战略以及数字营销战略。

목차

Abstract
I. 서론
II. 이론적 배경
1. 인스타그램 이용동기
2. 패션･뷰티 인스타그램 특성
3. 충동구매의도 및 스페인 패션･뷰티시장
III. 연구방법
1. 연구문제
2. 자료대상 및 자료수집
3. 설문지의 구성 및 분석방법
IV. 연구 결과 및 고찰
1. 인스타그램 이용동기 요인 구조
2. 패션･뷰티 인스타그램 특성 요인 구조
3. 충동구매의도 요인 구조
4. 충동구매의도 관련 변수들의 영향 요인
V. 결론
참고문헌
中文摘要

키워드

저자

• 박신영 [ Shinyoung Park | 동아대학교 패션뷰티디자인 박사 ]
• 김지은 [ Ji-Eun Kim | 창원대학교 의류학과 연구원 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646