SNS 상 이미지에 대한 감정이 온라인 행위에 미치는 영향

Abstract

Purpose The research investigated on what motivates the consumers to use the SNS, what qualities of images are preferred and how the pleasure and arousal derived from looking at the images have moderating effects on sharing images, following accounts, clicking profile links of accounts and accessing the link on profiles to purchase products.

Design A survey was conducted by using actual images published on the Instagram profiles of an online shopping mall.

Findings As a result, their emotional responses such as pleasure or arousal on the four of behavioral intentions changed the impact of SNS use motivation on the behavioral intentions. When one felt pleasure, the behavioral intentions of sharing activities and clicking links is further triggered.