인스타그램 이용동기의 다중계정사용에 대한 영향과 심리요인들의 조절효과 = The Effect of Instagram Usage Motivation on Multiple Account Usage and Moderating Roles of Psychological Factors

다국어 초록 (Multilingual Abstract)

This study This study focuses on Instagram, the most actively used among various social networking services (SNS), to explain the phenomenon of multi-account usage. It examines the influence of Instagram usage motivations on multi-account usage. Additionally, we test the effects of several psychological factors expected to impact multi-account usage—such as self-monitoring tendency, multipersona tendencies, privacy concerns, and relationship fatigue. The study investigates not only their direct effects but also whether these variables act as moderators in the relationship between usage motivation and multi-account usage. For this, data were collected from 183 university students attending universities in Seoul and the greater metropolitan area who actively use Instagram. The study analyzed the influence of three types of usage motivation—social interaction, self-expression, and entertainment— as independent variables on multi-account usage. Furthermore, it examined interaction effects between these motivations and the moderating variables: self-monitoring, multipersona, privacy concerns, and relationship fatigue. The analysis revealed that all three usage motivations—social interaction, self-expression, and entertainment— had significant positive effects on the degree of multi-account usage. Among the moderating variables, privacy concerns and relationship fatigue showed significant negative interaction effects with self-expression motivation. In other words, while a higher motivation for self-expression generally leads to increased multi- account usage on Instagram, this relationship weakens when users have high levels of privacy concern or relationship fatigue.
Implications of results and limitations are disscussed.