Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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#Looksperfectgram: The Relationship between Perfectionistic Self-Presentation, Self-Construal, Self-Efficacy and Intention to Use Instagram

개인특성에 따른 인스타그램 사용의도: 완벽주의적 자기제시, 자기효능감, 자아해석을 중심으로

  • 안가영 (브랜드 평판 연구소) ;
  • 한은경 (성균관대학교 미디어커뮤니케이션학과)
  • Received : 2019.04.24
  • Accepted : 2019.07.20
  • Published : 2019.07.28
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Abstract

Instagram, a photo and image centered social networking service, has received increasing attention these days, from scholars and practitioners. However, little is known about the social and psychological factors that lead consumers to use this service. To provide a baseline understanding on Instagram users, the current study was conducted to discover perfectionistic self-presentation tendency expressed by the Instagram users and explore the relationships between identified perfectionistic self-presentation and intention to use Instagram variables with 250 participants. In addition, this study tried to determine the moderator effect of self-efficacy and self-construal. A comprehensive survey was directed and a total of 380 participants were recruited to verify anticipated hypotheses and research questions. The research results suggest that perfectionistic self-presentation has five sub factors: others conscious self-presentation, subjective self-presentation, environmental adaptation self-presentation, self-expansion self-presentation, and social self-presentation. The implications of this research findings are discussed.

요즘 들어, 사진이나 이미지 중심의 소셜 네트워킹 서비스인 인스타그램은 학계와 업계의 주목을 받고 있다. 이러한 관심에도 불구하고 소비자들이 이 서비스를 사용하도록 유도하는 사회적, 심리적 요인에 대해서는 거의 알려진 바가 없다. 이러한 상황 속에서, 본 연구는 인스타그램 사용자에 대한 기본적인 이해를 제공하기 위해 250명의 참가자를 대상으로 인스타그램 사용자들에게서 나타나는 완벽주의적 자기제시 성향과 그 하위 요소를 찾아내고, 또한 이들과 인스타그램 사용의도 변수와의 관계를 탐구하였다. 그리고 자기 효능감과 자아 해석의 조절효과에 대해서도 살펴보았다. 이를 위해, 총 380명의 참가자를 예측된 가설과 연구문제를 검증하기 위해 모집하였다. 연구결과에 따르면 완벽주의적 자기제시는 다섯 가지 하위 요소인 타인의식적 자기제시, 주관적 자기제시, 환경적응적 자기제시, 자아 확장적 자기제시, 사회적 자기제시 등을 포함하고 있음을 확인하였다. 또한, 이러한 다섯 가지 요소를 지닌 완벽주의적 자기제시가 자기 효능감과 자아 해석의 조절효과를 통하여 인스타그램 사용의도에 긍정적인 영향을 미친다는 것을 밝혀냈다. 이러한 연구결과를 바탕으로 본 연구의 함의가 논의되었다.

Keywords

Table 1. Perfectionistic Self-presentation

DJTJBT_2019_v17n7_317_t0001.png 이미지

Table 2. Confirmatory Factor Analysis Model Fitness Index

DJTJBT_2019_v17n7_317_t0002.png 이미지

Table 3. Results of Demographic Characteristics

DJTJBT_2019_v17n7_317_t0003.png 이미지

Table 4. Result of Moderator Regressions between Variables

DJTJBT_2019_v17n7_317_t0004.png 이미지

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