본 연구는 인스타그램 이용자의 소비자 가치와 온라인 구매동기가 인스타그램에 노출된 브랜드의 광고태도, 브랜드태도 및 구매의도에 어떤 영향을 미치는지 살펴보았다. 총 215명의 응답을 바탕으로 PLS-SEM 구조방정식을 이용해 연구문제 및 가설을 검증하였다. 주요 연구 결과로 소비자 가치 중 경제성, 유희성, 사회성, 윤리성, 영성은 온라인 구매동기에 정적인 영향을 미쳤다. 한편 온라인 구매동기 중 온라인 편리성은 구매의도에, 점포중심 성향과 다양성 추구는 광고태도에 정적인 영향을 미친 것으로 밝혀졌다. 마지막으로, 광고태도 및 브랜드태도는 구매의도에 순차적으로 정적인 영향을 미친 것으로 나타났다. 본 연구는 인스타그램 이용자의 내재된 소비자 가치와 온라인 구매동기와의 관계 및 효과를 규명하였다는 점에서 학술적 의의가 있으며 인스타그램 기반 마케팅 커뮤니케이션 전략수립 및 운용에 실무적 시사점을 제공할 수 있을 것으로 기대한다.
The goal of this study is to investigate the complex relationships between consumer value and online purchasing motivations in Instagram. Also, this study examined how online purchasing motivations affect consumers’ ad attitudes, brand attitudes and purchase intentions in Instagram. Based on 215 survey responses, PLS-SEM was conducted to answer research question and test proposed hypotheses. It was found that economic value, play, social value, ethics, and spirituality positively affect online purchasing motivations. Also, among factors of online purchasing motivations, online convenience positively affects purchase intentions. Both physical store characteristics and variety seeking have positive influences on ad attitudes. Finally, as predicted, ad attitudes subsequently affect brand attitudes and purchase intentions. By identifying latent consumer value and online purchasing motivations in Instagram, this study provides theoretical foundations. In addition, the findings of this study provides practical implications to help further develop marketing communication strategy.
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