The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Predicting Photo-sharing Behavior on Instagram: Uses and Gratification Theory

인스타그램 사진 공유 행동에 미치는 영향: 이용과 충족 이론을 중심으로

  • 김효정 (서울대학교 소비자학과)
  • Received : 2017.09.26
  • Accepted : 2017.10.25
  • Published : 2017.11.28
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Abstract

The study empirically explored factors influencing photo sharing behavior on Instagram based on the uses and gratification theory. An online survey was conducted 356 respondents those who have used Instagram and have shared photos within the last three months. Frequency analysis, descriptive statistics, confirmatory factor analysis, and structural model analysis were conducted using SPSS 19.0 and AMOS 21.0. The results of this study are as follows: first, communication has the greatest effect on photo-sharing behavior; second, entertainment has a positive effect on photo-sharing behavior; third, self-expression has a positive effect on photo-sharing behavior; fourth, service users' trust has a positive effect on photo-sharing behavior. This study adds to the current literature and contributes to understanding consumers' photo-sharing behavior.

본 연구는 이용과 충족 이론을 기반으로 인스타그램 사진 공유 행동에 영향을 미치는 영향 요인들을 파악하기 위한 목적으로 수행되었다. 본 연구는 인스타그램을 이용하고 있으며, 최근 3개월 이내에 인스타그램에 사진을 공유한 경험이 있는 356명의 이용자를 대상으로 분석을 실시하였다. 분석 방법은 SPSS 19.0과 AMOS 21.0을 활용하여 빈도분석, 기술통계, 신뢰도 검증, 확인적 요인 분석, 구조 모형 분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 소통이 인스타그램 사진 공유 행동에 가장 많은 영향을 미치는 것으로 나타났다. 둘째, 오락 추구가 인스타그램 사진 공유 행동에 정(+)적인 영향을 미치는 것으로 나타났다. 셋째, 자기 표현이 인스타그램 사진 공유 행동에 정(+)적인 영향을 미치는 것으로 나타났다. 넷째, 서비스 이용자 신뢰가 인스타그램 사진 공유 행동에 정(+)적인 영향을 미치는 것으로 나타났다.

Keywords

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