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ISSN : 1229-8778
The purpose of this study was to explore personal media users' self concept and cyber-item using motivation, and their effects on cyber-item consumption behavior as item attachment, satisfaction, and using intention of item. To examine this proposition, this study investigated item users' self concept (actual self and ideal self), cyber-item using motivation and their item attachment, satisfaction, and using intention of 302 personal media users. The results of the survey analysis verify that internet-item using motivation consists of six components: image management, self-express, reality-transcendence, fun, other-consciousness, conformity. And congruency level of actual-ideal selves moderates the effects of item using motivation on item attachment and user satisfaction.
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