The Effect of Fashion Information Characteristics on Commitment and Intention of Instagram Users

Abstract

In this study, Korean Instagram users in their 20s~30s were surveyed; a total of 445 questionnaires collected through online survey were used for statistical analysis. The questionnaire of major variables was developed based on the measurements of previous studies and a pilot-test. The data analyses used for the study were factor analysis, reliability analysis, Kmeans cluster analysis, confirmatory factor analysis and path analysis.The results of the study showed that there were four factors of fashion information characteristics: reliability, enjoyment, brevity, and consensus. Commitment was consisted of two factors: affective and calculative commitment. Behavioral intention had two factors of recommendation and continued usage intention. A confirmatory factor analysis showed that the overall goodness of fit of measurement model and each latent factor was at an acceptable level.To investigate the effect of fashion information characteristics on commitment and behavioral