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DOI :     Journal Korea Society of Visual Design Forum , Vol.57, No.0, 41 ~ 53, 2017
Structural Relations among Interactivity, Informativeness, Trust, and Favorable Consumer Attitude Hair Shop-related Instagram and Consumer's Hair Shop Use Intention
박다영 Da-young Park , 유태순 Tai-soon Yoo
Background Due to the increase in consumers' use of instagram, it is required to understand consumer behaviors related to hair shops. For this, this study aims to investigate the structural relations among variables by selecting interactivity, informativeness, trust, favorable consumer attitude, and use intention as variables. Method A questionnaire survey was conducted on 861 women in their 20s and 30s who had experience with Instagram, and the data from the survey was analyzed using SPSS 23.0 and AMOS 23.0. Results First, interactivity, trust, and favorable consumer attitude of the hair shop Instagram had a direct effect on the consumer's use intention. Second, interactivity, informativeness, and trust directly affected favorable consumer attitude. Third, interactivity and informativeness had a direct effect on trust. Fourth, interactivity had a mediating effect on use intention through favorable consumer attitude. Fifth, trust showed a mediating effect on the use intention through favorable consumer attitude. Lastly, interactivity had a mediating effect on favorable consumer attitude through trust. Conclusions It was found that there were direct and mediating effects among the variables, and that favorable consumer attitude was an important variable which showed both direct and mediating effects.
Key Words
상호작용성, 정보성, 호의적 소비자태도, Interactivity, Informativeness, Favorable Consumer Attitude
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