Analysis of Attributes of Contents Information and User's Attitude Depending on Type of Providing Brand Cosmetics Information in Instagram

인스타그램(Instagram)에서 브랜드 화장품 정보 제공 유형에 따른 콘텐츠 정보 속성과 이용자의 태도 분석

  • Ok, Yeo-Won (Dept. of Broadcasting and Video Media, Dankook University) ;
  • Kim, Jong-Moo (School of Communications, College of Social Science, Dankook University)
  • 옥여원 (단국대학교 방송영상미디어학) ;
  • 김종무 (단국대학교 사회과학대학 커뮤니케이션학부)
  • Received : 2018.07.17
  • Accepted : 2018.10.20
  • Published : 2018.10.28


The influence of SNS platform in the mobile environment has grown greatly. Among the various social networking services(SNS), this study analyzed the question of 311 women to investigate whether any difference exists between reliability of contents information, informativeness and playfulness as well as how attributes of contents information influence user attitude depending on the difference in type of providing information provided by "Innisfree" Cosmetics, the company account of Instagram. According to analysis, first, no difference exists between reliability of contents information, informativeness and playfulness depending on the type of providing information. Second, reliability and the playfulness of contents information influence purchase intention. Third, contents information "informativeness" and "playfulness" influence loyalty. Fourth, the "informativeness" and "playfulness" of contents information influence User Satisfaction. Considering such result, it is confirmed that the type of providing information provided by company does not influence account attributes and the "playfulness" of contents information is significant factor which influences all user attitude.


Instagram;Reliability;Informativeness;Playfulness;Purchase Intention;Loyalty;User Satisfaction


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