Abstract
The purpose of this study was to examine the effects of SNS characteristic and clothing shopping orientation of female consumers on purchase intentions of fashion products in the Instagram market. For this purpose, quantitative and qualitative research were conducted targeting female consumers who had purchased fashion products through SNS during the recent year. Questionnaire data from 112 responses and in-depth interview data with 10 consumers enjoying shopping in the Instragram market were analyzed in this study. The SPSS 24.0 program was used to perform frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results show that SNS characteristic consisted of four factors such as homogeneity, commonality, rapidness & reliability, and customization. Also, clothing shopping orientation consisted of five different orientations such as economic, convenience-oriented, conspicuous, leisure-oriented, and fashion-oriented shopping. Among four SNS characteristics, rapidness & reliability and homogeneity had significant influence on purchase intention in the Instagram market. Additionally, economic and fashion-oriented shopping had significant influence on purchase intention in the Instagram market.
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