| 헤어 관련 인스타그램 특성이 이용동기와 만족도에 미치는 영향 |
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양난희, 진용미 |
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| The Effects of the Characteristics of Instagram Related to Hair on Use Motivation and Satisfaction |
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Nan-hee Yang, Yong Mi Jin |
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| Abstract |
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The purpose of this study is to analyze how the characteristics of Instagram related to hair influence the use motivation and satisfaction of Instagram users living in Seoul and Gyeonggi-do and to find a plan for use motivation and satisfaction. For data collection, a questionnaire survey was conducted. A total of 292 copies were used for data analysis. The study results and conclusions are presented as follows: First, emotional stimulation and information offering factors made information motivation more satisfied. Therefore, in order for one photo on the first page appearing after the hash tag research of Instagram to draw users` attraction, it is necessary to upload a representative photo in consideration of the size of smartphone LCD screen. Secondly, if the results of the hair communication between users and users, rather than between beauty businesses and users, are posted, it seems possible to lower the barrier between users and beauty businesses, naturally expose beauty information, and create empathy and emotional stimulation. Thirdly, for posting plan, it seems necessary to make contents to provide information, enjoyment, and satisfy other purposes and motivations. Fourthly, it seems to necessary to conduct pre-and post-analysis on the characteristics that meet users` motivation of accessing hair Instagram and apply the analysis results to contents making. This study has a regional limit of sampling so that it has constraints in generalizing its results. And in the future research, it is expected to perform such comparative analysis to suggest differentiated strategic points for each SNS. |
| Key Words:
Characteristics of Instagram, Instagram, Satisfaction, Use Motivation |
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