The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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How Instagram usage time and spending on fashion products affects product attitude and purchase intention according to influencer type

인플루언서 유형에 따라 인스타그램 사용시간과 패션제품 구매액이 제품태도와 구매의도에 미치는 영향

  • Kwak, Ji-hye (Dept. of Fashion Marketing, Keimyung College University) ;
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • Received : 2020.11.21
  • Accepted : 2020.12.18
  • Published : 2020.12.31
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Abstract

This study examined the effect of Instagram usage time (short, long) and spending on fashion products (light, heavy) on product attitude and purchase intention of products promoted by an influencer. The moderating effect of influencer type (mega, macro, micro) was also investigated. A total of 515 males and females in their 20s participated in an online survey. Descriptive statistics were analyzed and exploratory factor analysis and two-way ANOVA were conducted. Research findings were as follows. First, the usage time, both short and long, had a positive effect on product attitude. Also, the interactive effects of usage time and influencer type on product attitude were found. Consumers with short Instagram usage time displayed the highest attitude toward products promoted by a macro-influencer whereas consumers with long Instagram usage time displayed the highest attitude toward products promoted by a micro-influencer. Second, usage time and influencer type did not show interactive effects on purchase intention. Third, both categoriacl variables of users' spending on fashion products had a positive effect on product attitude. Fourth, the interaction effects of spending on fashion products and influencer types on purchase intention were found. The group of light buyers showed the highest purchase intention on products promoted by the macro-influencer while the group of heavy buyers showed the highest purchase intention of products promoted by the micro-influencer. Based on the results, implications were suggested.

Keywords

References

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