Knowledge Management Research (지식경영연구)

The Knowledge Management Society of Korea (한국지식경영학회)
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Factors Influencing Photo Sharing for Creating Social Relationships on Instagram

인스타그램에서 사회적 관계 형성을 위한 사진 공유에 영향을 미치는 요인에 관한 연구

  • 정남호 (경희대학교 호텔경영학과) ;
  • 엄태휘 (경희대학교 일반대학원 호텔경영학과) ;
  • 구철모 (경희대학교 컨벤션전시경영학과)
  • Received : 2016.10.13
  • Accepted : 2016.12.13
  • Published : 2016.12.31
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Abstract

Nowadays, owing to the diffusion of smartphones and the growth of social networking services (SNS), the number of people who share their life with other SNS users by posting photos is increasing. The number of Instagram users has been particularly increasing since Instagram started its service in 2010. Compared to other SNS such as Facebook and Twitter, Instagram runs its service by focusing solely on photos, which is a major differentiation factor compared with other existing SNS. Previous studies, however, do not examine SNS that focus on photo sharing adequately. Therefore, we establish a hypothesis relating to the motivations behind a user's photo sharing attitude and posting intention through Instagram. Moreover, this will be achieved by employing TRA(Theory of Reasoned Action) and focusing on intrinsic and extrinsic motivations. The analysis results show that intrinsic motivation influences a user's sharing attitude and subjective norms. Apart from this, Instagram's expressivity influences a user's photo sharing attitude and posting intention.

Keywords

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