This study investigates the effects of fashion consumers' individualism · collectivism propensity, social capital and Instagram usage propensity on evaluations for fashion influencer's attributes on Instagram. This study conducted a questionnaire survey of 20 to 30 year old male and female Instagram users. A total of 483 replies were submitted and 467 of the replies were used in the final analysis. The quantitative data collected through questionnaires were analyzed using reliability analysis using SPSS 18.0 while AMOS 18.0 was used to test the model fit and a structural equation modeling between the variables. The results indicated that vertical collectivism and vertical individualism were found to be related to relationship seeking propensity; only vertical individualism was found to be related to information seeking propensity. Furthermore, relationship seeking propensity and information seeking propensity were both related to the fashion influencer's attributes of professionalism, intimacy and attractiveness.
|Translated title of the contribution||Influence of Korean instagram users' individualism/collectivism propensity, social capital and instagram usage propensity on their fashion influencer's attributes evaluation|
|Number of pages||15|
|Journal||Journal of the Korean Society of Clothing and Textiles|
|Publication status||Published - 2019|
Bibliographical noteFunding Information:
This paper was supported by the BK21 Plus project of the Graduate School of Yonsei University in 2019.
© 2019, The Korean Society of Clothing and Textiles. All rights reserved.
All Science Journal Classification (ASJC) codes
- Materials Science (miscellaneous)
- Polymers and Plastics
- Industrial and Manufacturing Engineering