The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Effects of Instagram User Personality on Brand Satisfaction and Loyalty

인스타그램 이용자 성격이 브랜드 만족도와 충성도에 끼치는 영향

  • 김혜빈 (이화여자대학교 디지털미디어학부)
  • Received : 2016.02.22
  • Accepted : 2016.03.29
  • Published : 2016.06.28
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Abstract

This study set out to analyze the effects of user personality on the brand satisfaction and loyalty of SNS to identify factors influencing SNS usage. For that purpose, the study defined extraversion, curiosity, and self-esteem, three factors of Instagram user personality, as exogenous variables, focusing on Instagram, which has made a relatively sharp rise in the usage rate among many different SNS applications. With brand satisfaction and loyalty set as endogenous variables, the investigator introduced brand satisfaction as a mediating variable for the effects of extraversion, curiosity, and self-esteem on brand loyalty. A survey was conducted with Korean people with an experience of using Instagram, and total 396 questionnaires were used in final analysis. The findings show that all of three exogenous variables had positive (+) effects on brand satisfaction with extraversion and curiosity having positive (+) effects on brand loyalty, as well. And the findings demonstrate that brand satisfaction was a mediating variable and that curiosity was the personality factor that had the biggest influences on satisfaction and loyalty.

본 연구는 SNS의 이용에 관한 영향요인을 탐색하기 위하여 이용자의 성격이 SNS 브랜드 만족도와 충성도에 끼치는 영향을 분석한다. 여러 가지 SNS 중 상대적으로 높은 이용률 증가를 보이는 인스타그램에 주목하고, 인스타그램 이용자 성격 요인 중 외향성, 호기심, 자존감 3개 요인을 외생변수로 정의하였다. 브랜드 만족도와 브랜드 충성도를 내생변수로 상정하고 성격 요인이 브랜드 충성도에 영향을 미치는 데 있어 브랜드 만족도를 매개변수로 상정하였다. 인스타그램 이용 경험이 있는 사용자를 대상으로 설문조사를 진행하였으며 총 396부의 설문조사 결과를 최종 분석 자료로 사용하였다. 연구 결과, 3개의 성격 요인 모두 브랜드 만족도에 정(+)의 영향을 끼쳤으며 브랜드 충성도에는 외향성과 호기심만이 정(+)의 영향을 끼쳤다. 브랜드 만족도는 매개변수로 검증되었으며 브랜드 만족도와 충성도에 가장 큰 영향을 끼치는 성격 요인은 호기심인 것으로 밝혀졌다.

Keywords

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