Browse > Article
http://dx.doi.org/10.5850/JKSCT.2018.42.3.379

Consumer Perceptions of Images in Fashion Instagram by Information Providers (Brand vs Consumers) -Focusing on Credibility, Usefulness, Enjoyment-  

Yoon, Ayoung (GUCCI Korea)
Lee, Eunyoung (Home Economics Education, Graduate School of Education, Inha University)
Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.42, no.3, 2018 , pp. 379-396 More about this Journal
Abstract
This study investigated consumer perceptions of information provided in a fashion Instagram. This study examined the differences between information provided in Instagram by brand vs consumers. A pilot test was conducted to develop stimuli and a brand selection in the main study. Participants were randomly assigned to one of two stimuli manipulated by information providers, and examined the perceived credibility, usefulness, and enjoyment of information as well as brand attachment and purchase intention. We gathered and analyzed a total of 200 data. The findings of the study showed that respondents perceived significantly greater usefulness and purchase intention of images uploaded by consumers compared to the fashion brand. Credibility and enjoyment were significant factors to enhance brand attachment; in addition, usefulness, credibility, and enjoyment were significant factors to increase purchase intention. The findings of the study suggest academic and marketing implications.
Keywords
Instagram; Information providers; Credibility; Usefulness; Enjoyment;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 Lee, J. H. (2010). The influence of message direction and perceived usefulness on e-WOM's acceptance and dissemination: Focused on interaction readiness. Unpublished master's thesis, Chung-Ang University, Seoul.
2 Lee, K. M. (2015). The effect of brand experience on brand loyalty: Focused on the mediating roles of brand trust and brand attachment. Unpublished master's thesis, Yeungnam University, Gyeongsan.
3 Lee, N. Y. (2017, February 25). 지는 '페이스북', 뜨는 '인스타 그램' [Loosing 'Facebook', rising 'Instagram']. MoneyS. Retrieved June 10, 2017, from http://moneys.mt.co.kr/news/mwView.php?type=1&no=2017022516318054866&outlink=1
4 Lee, S. H., & Chang, Y. K. (2007). Fashion brand attachment and attitudes toward brand extension. Journal of the Korean Society of Clothing and Textiles, 31(1), 151-161. doi:10.5850/JKSCT.2007.31.1.151   DOI
5 Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumer's emotional attachments to brand. Journal of Consumer Psychology, 15(1), 77-91. doi:10.1207/s15327663jcp1501_10   DOI
6 Doh, S. J., & Hwang, J. S. (2011). A descriptive study on structural relationships of OBC (Online Brand Community) over time: Social network analysis. The Korean Journal of Advertising, 22(1) 103-128.
7 Engel, J. F., & Blackwell, R. D. (1982). Consumer behavior. Chicago, IL: Dryden Press.
8 Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. doi:10.2307/30036519   DOI
9 Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), 47-57. doi:10.1080/00913367.1999.10673595   DOI
10 Ahn, J. H., & Kim, S. I. (2016). Comparison the difference of user experience for mobile Facebook and Instagram using nonparametric statistics methods-Focused on emotional interface model-. Journal of Digital Convergence, 14(11), 481-488. doi:10.14400/JDC.2016.14.11.481   DOI
11 Bae, M. S. (2009). Influence of information usability in prestige brand upon consumers' purchase intention. Unpublished master's thesis, Hongik University, Seoul.
12 Tan, Y. H., & Thoen, W. (2000). Toward a generic model of trust for electronic commerce. International Journal of Electronic Commerce, 5(2), 61-74. doi:10.1080/10864415.2000.11044201   DOI
13 Yan, G. (2014). The effect of brand identification on attachment & commitment. Unpublished master's thesis, Konkuk University, Seoul.
14 Yang, J. A. (2010). A study on effects of information characteristics of online fashion communities on relationship quality and word of mouth effects. Unpublished master's thesis, Sungkyunkwan University, Seoul.
15 Yang, S. H. (2012). The impact of company's SNS marketing message types for consumer's brand concept according to their psychological type: Around the fan pages of facebook. Unpublished master's thesis, Hongik University, Seoul.
16 Kim, H., Kim, H. J., & Kim, K. (2012). A hashtag classification method for improving hashtag recommendation in Twitter trending topic. Journal of KISS: Computing Practices and Letters, 18(11), 749-755.
17 Chae, J. M. (2017). The effects of shopping value, ease of use, and usefulness on mobile purchase intention. Science of Emotion & Sensibility, 20(2), 73-86. doi:10.14695/KJSOS.2017.20.2.73   DOI
18 Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535. doi:10.1016/S0022-4359(01)00056-2   DOI
19 Choi, D. S. (2013). A study on effect of acceptance, spread of WOM for attributes of online travel community information. Unpublished master's thesis, Kyung Hee University, Seoul.
20 Song, M. M. (2015). The relationship among motivation on customers' brand SNS participation, trust, and purchase intention-Comparison between Korea and China-. Unpublished doctoral dissertation, Pai Chai University, Daejeon.
21 The best 100 brands 2015 rankings. (2015). Interbrand. Retrieved March 17, 2016, from http://interbrand.com/best-bra nds/best-global-brands/2015/ranking/
22 Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134. doi:10.1080/10864415.2003.11044275   DOI
23 Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
24 Roh, O. H. (2016). The management plan of Instagram image to enhance the brand image of cosmetic enterprise. Unpublished master's thesis, Sungkyunkwan University, Seoul.
25 Ryu, B. H. (2014). The influence of electronic Word-of-mouth information's valence and usefulness on the effects of acceptance and redelivery: The moderating role of regulatory focus. Unpublished master's thesis, Hanyang University, Seoul.
26 Shneiderman, B. (2000). Designing trust into online experiences. Communications of the ACM, 43(12), 57-59. doi:10.1145/355112.355124   DOI
27 McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3-4), 297-323. doi:10.1016/S0963-8687(02)00020-3   DOI
28 Kim, K. Y., & Heo, Y. U. (2011). The effect of transmit-receive communication interaction of food service consumer's word-of-mouth information on acceptability and wordof- mouth effects. Journal of Industrial Economics and Business, 24(2), 991-1025.
29 Seo, H. G., & Yoo, T. S. (2017). Structural relationship among Informativeness, usefulness, consumer attitude, and purchase intention of cosmetics Instagram. Journal Korea Design Forum, 55, 183-194.
30 Seo, J. I. (2016). A study on effect of self-image & functional congruity of luxury fashion brand on brand attitude & purchase intention: Centered on moderating effect of selfinterpretation. Unpublished master's thesis, Kookmin University, Seoul.
31 Kim, S. J., & Kim, C. B. (2017). A study on the relationships among SNS information characteristics, the characteristics of information provider and the intention to visit the restaurants: Focused on millennials generation. Korean Business Education Review, 32(4), 279-299. doi:10.23839/kabe.2017.32.4.279   DOI
32 Kim, I. S., Kwon, O. H., & Moon, J. B. (2014). A study on WOM of SNS using TAM: Focusing on moderating effect of socioeconomic environments. The e-Business Studies, 15(1), 3-24. doi:10.15719/geba.15.1.201402.3   DOI
33 Hong, H., Seock, Y. K., & Kim, S. (2015). The impacts of consumer perceptions of product reviews posted on online stores on perceptions of online shopping and online purchase intention. Journal of Consumer Studies, 26(4), 1-30.
34 Jeon, J. H. (2016). 이미지 기반 SNS의 특성이 외식업체 브랜 드에 대한 구전, 태도, 방문, 구매에 미치는 영향 연구: 인스타그램을 중심으로 [A study on the influence of imagebased SNS characteristics on word-of-mouth, attitudes, visits, and purchases of restaurants brand: Focusing on instagram]. Unpublished master's thesis, Korea University, Seoul.
35 Kim, S. A. (2016). A study on GUI design for linking methods in accordance with the change of SNS environment. Unpublished master's thesis, Hanyang University, Seoul.
36 Kim, S. A., & Song, J. S. (2015). A study on GUI design of hashtag in accordance with the change of SNS. Journal of the Korean Society of Design Culture, 21(3), 103-114.
37 Kim, Y. J. (2015). An analysis on image association method of brand through instagram-Focused on the concept of Roman Jakobson's metaphor and metonymy-. Unpublished master's thesis, Hongik University, Seoul.
38 Kim, Y. M. (2015, July 23). [뉴스클립] 뉴스 인 뉴스 <277> SNS '해시태그'의 세계 [[News Clip] News in News <277> SNS The world of 'hashtag']. JoonAng Ilbo. Retrieved June 10, 2017, from http://article.joins.com/news/article/article.asp?total_id=18297844&cloc=olinkarticledefault
39 Kim, Y. Y. (2016, March 31). 인스타그램, 국내 월 사용자 600만 돌파 [Instagram, domestic monthly users exceed 6 million]. MK News. Retrieved April 19, 2016, from http://news.mk.co.kr/newsRead.php?no=239034&year=2016
40 Ju, K. W., & Lee, E. J. (2015). The effect of shopping orientation, fashion innovativeness and perceived mobile benefits on mobile clothing purchase. Journal of the Korean Society of Fashion Design, 15(2), 147-164.
41 Jung, S. M., & Kim, Y. H. (2015). A study on the effects of SNS information characteristics and SNS site characteristics on the intention to visit a restaurant. The Korean Journal of Culinary Research, 21(1), 159-173. doi:10.20878/ cshr.2015.21.1.012   DOI
42 Kang, J. K. (2015, September 17). "먹거리, 찍히면 팔린다"... 인스타그램 등 사진 SNS, 식품.외식 새 마케팅 수단으로 ["Food, sold if you take it"...photo, such as instagram, SNS, food . dining out As a new marketing tool]. The Korea Economic Daily. Retrieved May 12, 2017, from http:// www.hankyung.com/news/app/newsview.php?aid=2015091733791
43 Kang, M. S. (2006). Brand community and brand attachment. Productivity Review, 20(1), 129-147.
44 Kim, A. R. (2016). The effects of SNS characteristics of SPA's on brand attachment and purchase intention. Unpublished master's thesis, Dongduk Women's University, Seoul.
45 Yoon, A., Sim, S., Chung, N., & Koo, C. (2017). A study on the structural relationship among SNS quality, SNS users' trust and image for the SNS provider and perceived usefulness. Korean Journal of Tourism Research, 32(2), 475-492. doi:10.21719/KJTR.32.2.23
46 Sung, Y. S., Han, M. K., & Park, E. A. (2004). The influence of brand personality on brand attachment: Focused on the differences in the levels of brand community commitment. Korean Journal of Consumer and Advertising Psychology, 5(3), 15-34.
47 Yoo, H. N. (2015). The effect of museum's SNS characteristic on visitor's trust in information, satisfaction and long-term relationship establishment. Unpublished master's thesis, Chung- Ang University, Seoul.
48 Yoo, J. B. (2015, February 10). "누가 이쁘게 입었나"...인스 타그램으로 이어지는 소비자들 ["Who was wearing pretty"... consumers leading to Instagram]. NEWSIS. Retrieved April 12, 2016, from http://www.newsis.com/ar_detail/view.html?ar_id=NISX20150208_0013465870&cID=10402&pID=10400
49 Yu, D. (2014). The effect of quantity of online replys and direction on word-of-mouth intention and consumers' movieseeing: Movie portal & app and Facebook. Unpublished master's thesis, Hanyang University, Seoul.
50 van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40(6), 541-549. doi:10.1016/S0378-7206(02)00079-4   DOI
51 van der Heijden, H., & Verhagen, T. (2004). Online store image: conceptual foundations and empirical measurement. Information & Management, 41(5), 609-617. doi:10.1016/j.im.2003.07.001   DOI
52 Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70. doi:10.1080/00913367.1943.10673459   DOI
53 Lee, Y., & Rhee, Y. (2014). A study on the effects of the characteristics of fashion brand's mobile SNS on brand attachment and brand loyalty. The Research Journal of the Costume Culture, 22(5), 848-861. doi:10.7741/rjcc.2014.22.5.848   DOI
54 Kim, D. G. (2016). The effect of fashion information characteristics on commitment and intention of instagram users -Focusing on user segmentation. Unpublished master's thesis, Konkuk University, Seoul.
55 Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223. doi:10.1287/isre.13.2.205.83   DOI
56 Lee, S. H., & Kim, M. Y. (2006). The effects of corporate social responsibility on brand attachment and brand equity. The Research Journal of the Costume Culture, 14(4), 684-697.
57 Lee, Y. (2014). A study on the effects of the characteristics of fashion brand's mobile SNS on brand attachment and brand loyalty. Unpublished master's thesis, Ewha Womans University, Seoul.
58 Lee, Y. (2016). SNS hashtag tracking: Global fashion brands' use of Instagram. Unpublished master's thesis, Hanyang University, Seoul.
59 Lee, Y. G. (2011). Story structure effects on reader effects. Unpublished master's thesis, Korea University, Seoul.
60 Lee, Y. J. (2015, October 12). RESEARCH. #해시태그를_활 용한_마케팅효과는_어느정도 [Research, #how effective is marketing using hashtags?]. DiToday. Retrieved April 12, 2016, from http://www.ditoday.com/articles/articles_view.html?idno=20607
61 Lee, Y. W. (2015). The effects of the characteristics of corporate brand's SNS on brand attitude and purchase intention: the mediating effect of engagement. Unpublished doctoral dissertation, Dankook University, Yongin.
62 Lim, S. J. (2015). A study on the experiential factor of the image-of-interest based SNS on homophily and the intent of continuous use: focusing on the social presence theory. Unpublished master's thesis, Yonsei University, Seoul.
63 Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161. doi:10.1016/j.chb.2010.12.009   DOI
64 Lee, H. (2013). The effect of social capital and information attributes on interaction and e-WOM in social network services. Journal of Korean Marketing Association, 28(2), 109-133.
65 Kwag, S. H. (2014). The effect of emotional purchase value and risk-taking on purchase intention: Preponderant role of smart TV. Unpublished master's thesis, Chonnam National University, Gwangju.
66 Lee, G. E. (2014). A study on the fashion brand marketing using social media: Focused on the application of Pinterest and Instagram. Unpublished master's thesis, Chung-Ang University, Seoul.
67 Lee, J. J., Na, J. H., & Kahn, H. S. (2013). Gender differences in brand attachment and brand attitude. Korean Management Review, 42(5), 1349-1375.
68 Lee, H. H., & Chang, E. (2011). Consumer attitudes toward online mass customization: An application of extended technology acceptance model. Journal of Computer-Mediaed Communciation, 16(2), 171-200. doi:10.1111/j.1083-6101. 2010.01530.x   DOI
69 Lee, J., Kang, I., & Jung, S. (2011). The influence of SNS content quality on users' adoption behavior and WOM. The Knowledge Management Society of Korea, 12(5), 1-10. doi:10.15813/kmr.2011.12.5.001   DOI
70 Han, J. J. (2015, November 5). 인스타그램, 친분보다 '관심사' ..."창의성.고품질 콘텐츠 선호" [Instagram, 'interest' rather than acquaintance..."creativity, high quality content preferred"]. Asia Economy. Retrieved May 8, 2016, from http://view.asiae.co.kr/news/view.htm?idxno=2015110512521032711
71 Park, E. G. (2016). The effects of fashion Instagram usage motivation and features on satisfaction and purchase intention. Unpublished master's thesis, Konkuk University, Seoul.
72 Na, Y. K., Hong, B. S., & Kang, S. M. (2008). A study on the effect of the perceived value and risk of internet shopping on the purchase intention of the fashion merchandise. Journal of the Korean Society of Clothing and Textiles, 32 (8), 1213-1225. doi:10.5850/JKSCT.2008.32.8.1213   DOI
73 Nam, M., Lee, E., & Shin, J. (2015). A method for user sentiment classification using Instagram hashtags. Journal of Korea Multimedia Society, 18(11), 1391-1399. doi:10.9717/kmms.2015.18.11.1391   DOI
74 Oh, M. H. (2014). The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth. Unpublished master's thesis, Kookmin University, Seoul.
75 Park, H. M. (2010). The effect of brand cues and customer's purchase intention through perceived brand value and brand attitude in fashion industry. Unpublished master's thesis, Sangmyung University, Seoul.
76 Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology -based self-service: Moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-201. doi:10.1177/0092070302303001   DOI
77 화장품, 이제는 해시태그로 검색한다 [Cosmetics, now search by hashtag]. (2015, August 27). The Korea Economic Daily. Retrieved May 19, 2016, from http://www.wowtv.co.kr/n ewscenter/news/view.asp?artid=A201508270631
78 Choi, J. Y. (2009). The effects of promotion-acceptance attitudes, browsing, customer satisfaction on e-loyalty according to e-promotion interests for fashion products. Unpublished master's thesis, Dong-A University, Busan.
79 Choi, Y. J., & You, S. S. (2015). The phenomenological study about the use of Facebook for college students. The Korean Journal of Advertising, 26(6), 185-211. doi:10.14377/KJA.2015.8.31.185   DOI
80 Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. doi:10.2307/249008   DOI
81 Ahn, D. H., & Han, G. J. (2011). The effects of SNS(Social Networking Service) quality on brand reputation, quality satisfaction and purchase intention in the foodservice industry. Journal of Foodservice Management Society of Korea, 14(4), 169-188.
82 Ahn, H. K. (2016, Febuary, 23). 인스타그램, 페이스북 모바일 광고 매출 성장 견인 [Instagram, facebook mobile ad sales growth, facebook mobile ad sales to 28% in 2017]. Inews 24. Retrieved June 10, 2017, from http://news.inews24.com/php/news_view.php?g_serial=944046&g_menu=020600&rrf=nv
83 Park, J., Ciampaglia, G. L., & Ferrara, E. (2016). Style in the age of Instagram: Predicting success within the fashion industry using social media. Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing, USA, 64-73 doi:10.1145/2818048.2820065   DOI
84 Park, J. H. (2014). Influence of consumer attitude toward fashion art marketing on purchase intention. Unpublished master's thesis, Kyung Hee University, Seoul.
85 Park, J. Y. (2015, December 13). 패션업계 지배한 인스타그램 [Instagram dominated by fashion industry]. StyleM. Retrieved April 12, 2016, from http://stylem.mt.co.kr/stylem- View.php?no=2015121114592427817&type=1
86 Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. doi:10.2307/1252308   DOI
87 Park, S. J. (2015). The influence of instagram's posts information attributes on acceptable intentions and word of mouth effect-Focusing on college student in South Korea and the United States. Unpublished master's thesis, Soongsil University, Seoul.
88 Park, Y. J., & Yoon, S. J. (2016). Structural relations among SNS attributes, user satisfaction, SNS trust and purchase intention in online shopping: Utilizing an extended technology acceptance model. The e-Business Studies, 17(6), 35-49. doi:10.20462/TeBS.2016.12.17.6.35   DOI
89 Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. The Academy of Management Review, 20(3), 709-734. doi:10.2307/258792   DOI
90 Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132. doi:10.1111/j.1559-1816.1992.tb00945.x   DOI
91 Min, K. J. (2015, August 24). 유통가, 해시태그(#) 활용 2030 스킨십 강화 나서 [Distributor, hashtag (#) utilize 2030 skin reinforcement]. Joseilbo. Retrieved June 10, 2017, from http://www.joseilbo.com/news/htmls/2015/08/20150824269532.html