The influence of Instagram's posts information attributes on acceptable intentions and word of mouth effect: focusing on college student in South Korea and the United states

: This study classified and analyzed the types of images posted on official accounts operated by domestic and foreign SPA brands on Instagram and Pinterest, which are image-based fashion curations, and performed a survey on preferred image types in the fashion curations of SPA brands. It aims to induce active apparel purchasing behavior of consumers through the suggestion of image types about fashion curations for effective communication between fashion brands and consumers. The survey to targets the 20s and 30s was carried out from October 23, 2015 until November 22 and conducted factor analysis, paired t-test. The above images were classified into four types based on previous studies: product images, brand images, lifestyle images, multiple images. The results of the survey were also divided into four factors in line with the classification of image types. Generally, foreign SPA brands(H&M, Uniqlo, Zara) used image-based fashion curation services more frequently than domestic SPA brands(8Seconds, Mixxo, Spao, Tngt). The analysis of image types in the fashion curations of SPA brands showed that product images accounted for the highest proportion of images used in the official accounts of SPA brands. However, the comparison of averages on the preferred image types of survey respondents showed that the users who had once visited the official accounts of SPA brands on Instagram and Pinterest preferred in the order of lifestyle information > product information > brand information > multiple information provided by SPA brands, which was statistically significant.

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The Effects of Fashion Influencers’ Body Types on Self-Expression, Self-Representation Intentions, and Recommendation Intentions : Focusing on the Mediating Effect of Familiarity

Lee¹,

Lee²,

Choo³

2021

FTRJ

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The influence of Instagram's posts information attributes on acceptable intentions and word of mouth effect: focusing on college student in South Korea and the United states

Cited by 4 publications

References 15 publications

Effects of game dynamics on consumer responses in Instagram marketing

Effects of game dynamics on consumer responses in Instagram marketing

A Study on the Image Types and User's Preference on Image-based Fashion Curation of Domestic and Foreign SPA Brands

The Effects of Fashion Influencers’ Body Types on Self-Expression, Self-Representation Intentions, and Recommendation Intentions : Focusing on the Mediating Effect of Familiarity

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