• Journal of Digital Convergence
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• v.17 no.8
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• pp.407-413
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• 2019

The purpose of this study is to measure the shopping experience of a more specific SNS shopping service, limited to shopping through the Instagram of the Millennial Generation. Based on the AISAS purchasing phase, a qualitative study was conducted on the user experience of SNS shopping services in parallel with the survey and in-depth interviews. As a result of the study, the aesthetic experience appeared mainly in the Attention stage and the Interest stage, the emotional experience in the Action stage and the Share stage, and the cognitive experience in the Search stage. While there have been many empirical studies on the impact of SNS on consumer behavior to date, this study is meaningful in that it has led to a contextual study of the user experience on SNS shopping services. The research is expected to help establish a brand and service strategy differentiated from existing mobile shopping services when providing SNS shopping services in the future.