#Looksperfectgram: The Relationship between Perfectionistic Self-Presentation, Self-Construal, Self-Efficacy and Intention to Use Instagram

개인특성에 따른 인스타그램 사용의도: 완벽주의적 자기제시, 자기효능감, 자아해석을 중심으로

  • 안가영 (브랜드 평판 연구소) ;
  • 한은경 (성균관대학교 미디어커뮤니케이션학과)
  • Received : 2019.04.24
  • Accepted : 2019.07.20
  • Published : 2019.07.28


Instagram, a photo and image centered social networking service, has received increasing attention these days, from scholars and practitioners. However, little is known about the social and psychological factors that lead consumers to use this service. To provide a baseline understanding on Instagram users, the current study was conducted to discover perfectionistic self-presentation tendency expressed by the Instagram users and explore the relationships between identified perfectionistic self-presentation and intention to use Instagram variables with 250 participants. In addition, this study tried to determine the moderator effect of self-efficacy and self-construal. A comprehensive survey was directed and a total of 380 participants were recruited to verify anticipated hypotheses and research questions. The research results suggest that perfectionistic self-presentation has five sub factors: others conscious self-presentation, subjective self-presentation, environmental adaptation self-presentation, self-expansion self-presentation, and social self-presentation. The implications of this research findings are discussed.


SNS;Perfectionistic self-presentation;Self-efficacy;Self-construal;Intention to use Instagram

Table 1. Perfectionistic Self-presentation

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Table 2. Confirmatory Factor Analysis Model Fitness Index

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Table 3. Results of Demographic Characteristics

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Table 4. Result of Moderator Regressions between Variables

DJTJBT_2019_v17n7_317_t0004.png 이미지


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