인스타그램 이용형태가 몰입과 충동구매에 미치는 인과성 연구

• 영문명: A Study on the Causality Affecting of Instagram Usage Patterns on Immersion and Impulsive Purchase
• 발행기관: 한국무역연구원
• 저자명: 김세림(Se-Rim Kim) 최성욱(Sung-Wook Choi)
• 간행물 정보: 『무역연구』제18권 제2호, 329~345쪽, 전체 17쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2022.04.30

영문 초록

Purpose Instagram is one of the most used social network services (SNS) in the world today. Instagram is widely used not only as a communication channel between people but also as a marketing channel for many companies. This study has explored the structure of what kind of causal relationship the Instagram usage pattern has in the structure that leads to immersion and impulsive purchase after examining what factors users’ Instagram usage patterns are linked to under this background, and specifically which Instagram usage patterns affect immersion. Design/Methodology/Approach Instagram usage patterns were structured from the three perspectives of information seeking, self-exposure, and exploration of others in this study through existing literature research and interview searches although SNS usage patterns were approached from various perspectives in previous related studies. Findings As a result of this study, it was found that the type of Instagram use affects the immersion, and it also showed a significant result in the causal relationship between the type of Instagram use, immersion, and impulse purchase. The results of this study provide useful academic and practical implications. Research Implications In particular, it provides practical implications for companies to consider when collecting Instagram-related marketing strategies by suggesting the causal relationship among SNS usage patterns, immersion, and impulse purchases.

목차

Ⅰ. 서론

Ⅱ. 문헌연구

Ⅲ. 연구 모델

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Immersion Impulse Buying Instagram SNS Usage Purchase