화장품 인스타그램의 정보성, 유용성, 소비자태도, 구매의도 간의 구조적 관계

다국어 초록 (Multilingual Abstract)

This study aims to investigate the structural relationship among informativeness, usefulness, consumer attitude, and purchase intention of cosmetics Instagram; to examine the direct and indirect effects of variables affecting purchase intention; and to present an integrated structural model that combines existing individual studies.
The results of the study are significant in that they suggest using the Instagram in order to effectively display the product information in the beauty industry that emphasizes the visual features. Furthermore, the study seeks to establish a marketing strategy to induce consumers' purchasing behavior.
A survey was conducted with 444 women in their twenties who had experienced Instagram. Data were analyzed using SPSS 23.0 and AMOS 23.0.

The results of the study are as follows:
First, the usefulness of cosmetics Instagram posts and consumer attitude had a direct effect on purchase intention, while informativeness had no direct effect on purchase intention. The higher usefulness and consumer attitude were, the more their purchase intention got. As for relative influences, consumer attitude was found to be greater than usefulness. This means that a mediator is needed between informativeness and purchase intention and that efforts should be made to increase consumer attitude so as to increase purchase intention.
Second, the informativeness and usefulness of cosmetics Instagram directly affected consumer attitude. Usefulness appeared to exert more relative effects than informativeness, which implies that usefulness is an important variable to enhance consumer attitude.
Third, the informativeness of cosmetics Instagram had a direct effect on usefulness, which means that as consumers can search for cosmetics information and use it to make their purchasing decisions, the liveliness and information provision of the Instagram posts are a factor that improves its usefulness. This direct effect was the strongest one among all the direct effects in this study.
Fourth, the informativeness of cosmetics Instagram showed an indirect influence on purchase intention through usefulness. This means that as consumers more often have access to contents that fully utilize Instagram functions, they come to perceive them as valuable information, which influences their purchase intention.
Fifth, the informativeness of cosmetics Instagram showed an indirect effect on purchase intention through consumer attitude. It implies that it is necessary to develop consumer attitude toward a product in order to increase their purchase intention, and that these consumer attitude should be based on informativeness.
Sixth, the informativeness of cosmetics Instagram showed an indirect effect on consumer attitude through usefulness. This means that as cosmetics' product effects are introduced more frequently with higher informativeness, perceived usefulness gets higher than before and more favors toward the product are formed.
Lastly, usefulness had an indirect effect on purchase intention through consumer attitude, meaning that as consumers perceive more usefulness, they get much friendlier toward a product, which in turn positively affects purchase intention. Its influence was the greatest among indirect effects on purchase intention.
In conclusion, among the variables affecting purchase intention directly, consumer attitude had the greatest effect. Moreover, in terms of the indirect effect on purchase intention, usefulness showed the highest indirect effect on it by the mediation of consumer attitude. This suggests that consumer attitude is an important variable that directly or indirectly influences purchase intention.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구문제 4
• 3. 용어정의 5
• 4. 연구의 가정 6
• 5. 연구의 제한점 6
• Ⅱ. 이론적 배경 7
• 1. 인스타그램 7
• 2. 유용성 24
• 3. 소비자태도 26
• 4. 구매의도 28
• 5. 연구가설 29
• 6. 연구모형 30
• Ⅲ. 연구방법 31
• 1. 연구대상 31
• 2. 측정도구 35
• 3. 자료수집 절차 38
• 4. 통계모형 및 자료분석 39
• Ⅳ. 결 과 40
• 1. 측정변인 간의 상호상관행렬 및 기술 통계치 40
• 2. 측정모델의 부합도 및 모수치 추정 41
• 3. 구조회귀모델의 부합도 및 모수치 추정 44
• 4. 연구모델의 부합도 및 모수치 추정 46
• Ⅴ. 고 찰 49
• 1. 구매의도와 관련 변인 간의 관계 49
• 2. 소비자태도와 관련 변인 간의 관계 52
• 3. 유용성과 관련 변인 간의 관계 54
• Ⅵ. 결론 및 제언 55
• 참고 문헌 58
• 부록 : 설문지 66