인스타그램 이용자의 개인주의/집단주의 성향, 사회적 자본 및 인스타그램 이용 성향에 따른 패션 인플루언서 속성 평가에 관한 연구

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

Eun Jung Shin, Ji Yoon Lee, So Yeong Lee, Su Yeon Kim, Ae Ran Koh

Research output: Contribution to journalArticlepeer-review

Abstract

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 contributionInfluence of Korean instagram users' individualism/collectivism propensity, social capital and instagram usage propensity on their fashion influencer's attributes evaluation
Original languageKorean
Pages (from-to)605-619
Number of pages15
JournalJournal of the Korean Society of Clothing and Textiles
Volume43
Issue number5
DOIs
Publication statusPublished - 2019

Bibliographical note

Funding Information:
This paper was supported by the BK21 Plus project of the Graduate School of Yonsei University in 2019.

Publisher Copyright:
© 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

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