- 권한신청
- E-ISSN2233-5382
- KCI
나르시시즘 성향, 패션소셜미디어 이용동기, 정보확산 행동 간 관계 연구
The Relationship among Narcissism, Usage Motives, and Information Diffusion of Social Media
송광석 (Division of Business Administration, Soongsil University)
김미숙 (Department of Clothing & Textiles, Kyung Hee University)
Abstract
Purpose - The purpose of this study is to investigate the relationship among narcissism, usage motives, usage behaviors, satisfaction with and continuance intention to use fashion social media. Research design, data, methodology - A questionnaire survey was used to collect data after conducting a pilot test. Based on the reliability test of the preliminary questionnaire used for the pilot test, the questionnaire was revised. The final questionnaires were administered to 238 fashion social media users and 216 were used for the data analysis. To assess the validity of these measures, exploratory factor analysis and the confirmatory factor analysis were performed. Structural equation modeling analysis were employed for data analysis. Results - Five factors of the usage motivation of fashion social media were extracted: information-seeking, relationship-seeking, practicality-seeking, enjoyment-seeking and self-expression motives. The statistical analysis confirmed the influence of the narcissism tendency on all of the usage motives of fashion social media, three of the fashion social media usage motives influencing information diffusion behavior, and the influence of the information diffusion behavior on users' satisfaction and continuance intention to use fashion social media. Narcissism exerted the highest influences on self-expression motive followed by information-seeking, enjoyment-seeking, relationship-seeking and practicality-seeking motives in order. Factors affecting fashion information diffusion behaviors are practicality-seeking motive, self-expression motive, and relationship-seeking motive. The greater the diffusion of information, the higher the satisfaction with using fashion social media. The consumers with higher satisfaction intended to use fashion social media and share information more frequently. Conclusions - The results indicate that narcissism is an important factor in fashion social media usage motivation. The main motives for narcissistic people to spread information is for the practical purpose at the most, and then to express their personality and style, and to build relationship with others. The satisfaction through active information sharing behaviors seems to play a key role to lead high continuance intention of fashion social media. These implies that marketing strategies to satisfy consumers' narcissism and motives to use social media, and to stimulate the information diffusion behaviors can be used to meet their needs for higher satisfaction with fashion social media.
- keywords
- Narcissism, Fashion Social Media Usage Motives, Information Diffusion Behaviors, Satisfaction, Continuance Intention
참고문헌
Bollen, K. A. (1989). Structural Equations with Latent Variables. New York, USA: John Wiley & Sons.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen, & J. S. Long (Eds.), Testing structural equation models (pp.136-162), Ventura, USA: Sage.
Buffardi, L. E., & Campbell, W. K. (2008). Narcissism and social networking web sites. Personality and Social Psychology Bulletin, 34(10), 1303-1314. doi: 10.1177/0146167208320061
Cho, E. Y., & Choi, Y. J. (2014). Why do People Engage in Online Conversation while Watching TV? A Study on the Motivations and Satisfaction of Social Viewing. Korean Journal of Broadcasting &Telecommunications Research, 88, 9-46.
Choi, J. Y., Lee, S. W., & Jang, E. Y. (2013). The Impact of Public Self-consciousness, Narcissism, and Brand concept on Brand Fan Page Share Intention. Korean Marketing Review, 28(2), 65-86.
Freud, S. (2014). On Narcissism: An Introduction. Redditch, UK: Read Books Ltd. (1914)
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, USA: Prentice-Hall.
Han, J. S., Lee, Y. J., & Yoon, J. H. (2015). Who Shares Travel Information on Social Media?: A Study of Travel Information Sharing Behaviors according to Narcissistic Propensity. Journal of Tourism Sciences, 39(10), 201-216.
Hur, K. S. (2014). The Effect of Tourists’ Use of Social Media Information on the Motivation for Use and Behavior Intention. (Doctorial dissertation, Kyung-Hee University). Retrieved December 10, 2017 from https://khis.khu.ac.kr/search/DetailView.ax?sid=1&cid =0002959117
Hur, K. S. (2017). A study on consumers’ usage of social media by gender. Journal of Tourism and Leisure Research, 29(4), 389-409.
Hwang, Y. S. (2011). Consumers’ Type According to Narcissistic Orientation and Consumption Value of Apparel Products and Cosmetics. Fashion &Textile Research Journal, 13(3), 364-372.
Katz, E. (1959). Mass communications research and the study of popular culture: An editorial note on a possible future for this journal. Studies in Public Communication, 2, 1-6.
Kim, D. T. (2015). The Effect of Information Provider’s Self-Presentation Tendency on the Information Characteristics on the SNS and Relationship Expectation -Concentrating on the SNS Page of Airlines-. Journal of the Aviation Management Society of Korea, 13(4), 61-79.
Kim, H. K., & Cho, H. J. (2013). The effects of consumption value of smartphone users on relational factors and repurchase intention. Journal of Distribution Science, 11(4), 73-80.
Kim, L. A., & Han, E. K. (2016). The Impacts of Use Motivation of Instagram Brand Account on Satisfaction and Continuous Use Intention Focusing on the Mediating Effect of Flow. Advertising Research, 111, 5-39.
Kim, N. D., Jeon, M. Y., Lee, H. E., Lee, J. Y., Kim, S. Y., Choi, J. H., Lee, S. J. (2017). Trend Korea 2018. Seoul, Korea: Miraebook.
Ko, D. W., & Hwang, H. S. (2013). The Role and Sharing of Information Search with Social Media in the Process of Choice and Using of Resort. Journal of Tourism Sciences, 37(9), 255-274.
Kohut, H. (2013). The analysis of the self: A systematic approach to the psychoanalytic treatment of narcissistic personality disorders. Chicago, USA:University of Chicago Press.
Kwak, S. W., & Kim, H. S. (2016). (The)Effect of Use Motives of Social Media on Dining-Out Purchase Decision Making. Korean Journal of Hospitality and Tourism, 25(4), 57-76.
Lee, J. H., & Lee, S. H. (2011). The Effects of Advertising with Social Media Participation Attitude as Fashion Brand Communities and UCC. Journal of the Korean Society of Clothing and Textiles, 35(8), 877-889.
Lee, J. I. (2017, November). China's social media is a huge consumption channel, Dong-A Business Review, 235. Retrieved December 10, 2017 from http://dbr.donga.com/article/view/1203/article_no/8393
Lee, J. W. (2017). Critical Factors Affecting Consumer Acceptance of Online Health Communication: An Application of Service Quality Models. The Journal of Asian Finance, Economics and Business, 4(3), 85-94.
Lee, J. W., Becker, K., & Potluri, R. M. (2016). Antecedents of Corporate Adoption of Social Media and the Role of the Technology Acceptance Model in the Path. The Journal of Asian Finance, Economics and Business, 3(2), 67-76.
Lee, S. B. (2014). The Effects of National Police Agency’s social media quality on the intention of continuous use. The Korean Association of Police Science Review, 45, 71-97.
Lee, U. K. (2016). The Effect of Media Richness, Social Presence, and Life Satisfaction on Continuance Usage Intention or Withdrawal Intention of SNS Users via Relative Deprivation. Journal of Distribution Science, 14, 163-178.
Lenhart, A., & Fox, S. (2006). Bloggers: A portrait of the internet's new storytellers. Pew Internet &American Life Project. Retrieved December 10, 2017 from http://www.pewtrusts.org/~/media/legacy/uploadedfiles/wwwpewtrustsorg/reports/society_and_the_internet/pipbloggers071906pdf.pdf
Leung, L. (2013). Generational differences in content generation in social media: The roles of the gratifications sought and of narcissism. Computers in human behavior, 29(3), 997-1006.
Levy, M. R., & Windahl, S. (1984). Audience activity and gratifications a Conceptual Clarification and Exploration. Communication Research, 11(1), 51-78.
Mehdizadeh, S. (2010). Self-presentation 2.0: Narcissism and self-esteem on Facebook. Cyberpsychology, Behavior and Social Networking, 13(4), 357-364.
Mun, B. H. (2016). Social media changes consumers'future. Fashion Seoul. Retrieved December 10, 2017 from http://www.fashionseoul.com/120130
Nadkarni, A., & Hofmann, S. G. (2012). Why do people use Facebook?. Personality and Individual Differences, 52(3), 243-249.
Ong, E. Y., Ang, R. P., Ho, J. C., Lim, J. C., Goh, D. H., Lee, C. S., & Chua, A. Y. (2011). Narcissism, extraversion and adolescents’ self-presentation on Facebook. Personality and Individual Differences, 50(2), 180-185.
Park, J. Y. (2014). Effects of SNS Interaction Word of Mouth and Purchase Intention: Focusing on Motivations for Use of Facebook. (Doctorial dissertation, Dongduk Womens University). Retrieved December 28, 2017 from http://dcollection.dongduk.ac.kr/jsp/common/DcLoOrg Per.jsp?sItemId=000000105802
Raskin, R., & Shaw, R. (1988). Narcissism and the Use of Personal Pronouns. Journal of Personality, 56(2), 393-404. doi:10.1111/j.1467-6494.1988.tb00892.x
Rha, J. Y. (2010). Consumers’ Usage of Online Social Networks: Application of Use-Diffusion Model. Journal of Consumer Studies, 21(2), 443-472.
Ryan, T., & Xenos, S. (2011). Who uses Facebook? An investigation into the relationship between the Big Five, shyness, narcissism, loneliness, and Facebook usage. Computers in Human Behavior, 27(5), 1658-1664. doi: 10.1016/j.chb.2011.02.004
Seo, D. U. (2015). The role of 'engagement in TV contents' as a mediating variable in the context of social viewing: Focused on uses and gratification theory. (Master dissertation, Yonsei University). Retrieved December 10, 2017 from http://library.yonsei.ac.kr/search/detail/CAT000001748530
Sheldon, P., & Bryant, K. (2015). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89-97.
Shin, D. Y. (2016). The Effects of SNS Users' Motivation and Behavior on SNS user satisfaction. (Master dissertation, Yonsei University). Retrieved December 10, 2017 from http://library.yonsei.ac.kr/search/detail/CAT000001777379
Shin, H. J. (2017). Fashion information search and willingness to share information: Influence of SNS commitment and motives. (Doctorial dissertation, Hanyang University). Retrieved December 10, 2017from https://lib.hanyang.ac.kr/#/search/detail/1712891
Social Media, Small Business Advances. (2017, May). Fashion Channel, 5, 30-33.
Suh, S. E., & Kim, M. J. (2014). Imaginary Ego-image and Fashion Styles represented in the Social Media - Focusing on women’s personal fashion blogs -. Journal of the Korean Society of Costume, 64(7), 128-142.
Watson, P. J., Grisham, S. O., Trotter, M. V., & Biderman, M. D. (1984). Narcissism and empathy:validity evidence for the Narcissistic Personality Inventory. Journal Personality Assessment, 48(3), 301-305.
Wink, P. (1991). Two faces of narcissism. Journal of Personality and social Psychology, 61(4), 590-597.
Yang, Y. (2014). Consumer Psychology (2nd ed.). Seoul, Korea: Hakjisa.
Yoo, K. H., & Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, 27(2), 609-621.
Yu. S. H. (2016). Social media changes the future of the fashion industry. Fashion Seoul. Retrieved December 10, 2017 from http://www.fashionseoul.com/121362
Wu, R., & Lee, J. H. (2017). The Use Intention of Mobile Travel Apps by Korea-Visiting Chinese Tourists. Journal of Distribution Science, 15, 53-64.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수