earticle

영어

The purpose of the study was to examine the influence of Instagram advertisement consumption tendency on purchasing behavior by conducting a survey targeting women. Data analysis was conducted using SPSS 26.0 statistical program to check frequency analysis, exploratory factor analysis, and Cronbach’s α value. The research method was to examine the influence relationship between variables by conducting multiple regression analysis. Results of the study First, among demographic characteristics, age was distributed in the order of 30s, 40s, 20s, and 50s and above. Education level was distributed in the order of college graduate, high school graduate, and graduate school graduate, and occupation was distributed in the order of office worker, self-employed, housewife, and student. Monthly average income was distributed in the order of 2 million won or more to 3 million won, less than 2 million won, 3 million won or more to 4 million won, and 4 million won or more. Second, in terms of the influence of consumption tendency on purchasing behavior, the sub-factors of innovative consumption, rational consumption, and impulse consumption were found to affect all of the purchasing behavior sub-factors of behavioral intention, revisit intention, and recommendation intention.

중국어

本研究旨在通过对女性进行问卷调查, 探讨Instagram广告的消费倾向对购买行为的影响. 数据 分析使用SPSS 26.0统计程序进行频率分析, 探索性因子分析和Cronbach's α值验证. 研究方 法采用多元回归分析来考察变量间的影响关系. 研究结果显示: 首先, 在人口统计学特征中, 年龄分布依次为30多岁, 40多岁, 20多岁和50岁以上. 学历分布为大学毕业, 高中毕业, 研究 生毕业, 职业分布依次为上班族, 个体户, 家庭主妇, 学生. 月平均收入依次为200万韩元以上 300万韩元, 200万韩元以下, 300万韩元以上400万韩元, 400万韩元以上. 其次, 在消费倾向对 购买行为的影响方面, 创新消费, 理性消费, 冲动消费这些子因素都对购买行为的子因素(行为 意图, 再访意图, 推荐意图) 产生影响.