인스타그램 이용 및 동기가 브랜드 태도와 브랜드 충성도에 미치는 영향 : 경험적 가치의 조절효과 중심으로

Recently, marketing using social media platforms has been actively carried out. SNS plays a role as an information market that can acquire and provide various information as well as social relationships with various people. In particular, the influence of Instagram among SNS platforms has increased, and it has been shown that users use various brand accounts. However, attitudes toward brand advertisements may differ depending on the motives of Instagram users. Users’ motives for use are diverse, and it is necessary to consider any differences in consumer behavior toward advertisements. Therefore, the purpose of this study is to first examine the influence of Instagram users’ motivation to use on brand attitude. Second, it is to check how Instagram users’ motivation to use Instagram affects brand loyalty. Third, to check the effect of brand attitude on brand loyalty. Fourth, to check the mediating effect of brand attitude in the relationship between Instagram users’ motivation and brand loyalty. Fifth, to verify the moderating effect of consumption value in the relationship between individual Instagram users’ use motive and consumer behavior. The data for this study were collected through Micromill Embrain, an online specialized research agency. It was held for a total of 12 days from July 18 to July 29, 2022. A total of 395 copies of the data were obtained from individuals using Instagram, and 370 copies were finally selected and used for empirical analysis, excluding 25 questionnaires that responded inappropriately and insincerely. As a result of the study, first, it was found that personality pursuit motive, other obtaining in- formation motive, and mood change motive had a positive (+) effect on brand attitude, but economic pursuit motive and social interaction motive did not affect brand attitude. Second, it was found that individuality pursuit motive, mood change motive, and social interaction motive had a positive (+) effect on brand loyalty, but economic pursuit motive and others-oriented motive did not affect brand loyalty. Third, it was found that brand attitude had a positive (+) effect on brand loyalty. Fourth, as for the mediating effect of brandattitude, there was a fully mediating effect in the relationship between individuality pursuit motive and brand loyalty, and a partial mediating effect in the relationship between mood change motive and brand loyalty. On the other hand, the mediating effect of brand attitude did not appear in the relationship between economic pursuit motive and brand loyalty, the relationship between other-oriented motive and brand loyalty, and the relationship between social interaction motive and brand loyalty. Fifth, the moderating effect of Experiential value appeared in the relationship between individuality pursuit motive and brand attitude, and the relationship between individuality pursuit motive and brand loyalty. The results of this study show that there is a difference in the motives of Instagram users to experience brand advertisements and show consumer behavior. This result means that the consumer’s Instagram usage motive acts as an important factor in the process of a company’s Instagram marketing strategy. In conclusion, this study can provide theoretical and practical indicators to achieve efficiency and effectiveness for companies conducting marketing using Instagram. and By producing advertisements that can increase consumption value, it provides implications for corporate development and achievement of goals. Furthermore, it will be possible to provide a rich shopping environment to consumers who shop through Instagram.