Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Influence of Korean Instagram Users' Individualism/Collectivism Propensity, Social Capital and Instagram Usage Propensity on their Fashion Influencer's Attributes Evaluation

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

  • Shin, Eun Jung (Dept. of Clothing & Textiles, Yonsei University) ;
  • Lee, Ji Yoon (Dept. of Clothing & Textiles, Yonsei University) ;
  • Lee, So Yeong (Dept. of Clothing & Textiles, Yonsei University) ;
  • Kim, Su Yeon (Dept. of Clothing & Textiles, Yonsei University) ;
  • Koh, Ae-Ran (Dept. of Clothing & Textiles, Yonsei University)
  • 신은정 (연세대학교 의류환경학과) ;
  • 이지윤 (연세대학교 의류환경학과) ;
  • 이소영 (연세대학교 의류환경학과) ;
  • 김수연 (연세대학교 의류환경학과) ;
  • 고애란 (연세대학교 의류환경학과)
  • Received : 2018.08.03
  • Accepted : 2019.08.22
  • Published : 2019.10.31
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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.

Keywords

References

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