나르시시즘 성향, 패션소셜미디어 이용동기, 정보확산 행동 간 관계 연구
The Relationship among Narcissism, Usage Motives, and Information Diffusion of Social Media
- 발행
- 2018
- 소속·발행
- Kyung Hee University
- 출처
- 국내 KCI
- 원문등록
- 2018-01-31
- 원문
- 원문 보기 ↗
개념
키워드
Narcissism, Fashion Social Media Usage Motives, Information Diffusion Behaviors, Satisfaction, Continuance Intention, Narcissism, Fashion Social Media Usage Motives, Information Diffusion Behaviors, Satisfaction, Continuance Intention
초록
Purpose - The purpose of this study is to investigate the relationship among narcissism, usage motives, usage behaviors, satisfaction with and continuance intention to use fashion social media.
 Research design, data, methodology – A questionnaire survey was used to collect data after conducting a pilot test. Based on the reliability test of the preliminary questionnaire used for the pilot test, the questionnaire was revised. The final questionnaires were administered to 238 fashion social media users and 216 were used for the data analysis. To assess the validity of these measures, exploratory factor analysis and the confirmatory factor analysis were performed. Structural equation modeling analysis were employed for data analysis.
 Results - Five factors of the usage motivation of fashion social media were extracted: information-seeking, relationship- seeking, practicality-seeking, enjoyment-seeking and self-expression motives. The statistical analysis confirmed the influence of the narcissism tendency on all of the usage motives of fashion social media, three of the fashion social media usage motives influencing information diffusion behavior, and the influence of the i