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The Effect of Self-Presentation and Self-Expression attitude on Selfie Behavior in SNS

자기제시와 자기표현 태도가 SNS 셀피 행동에 미치는 영향

  • Kim, Dong Seob (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Baek, Eunsoo (Dept. of Design and Environmental Analysis, Cornell University) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 김동섭 (서울대학교 의류학과) ;
  • 백은수 (코넬대학교 디자인환경분석학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2017.08.15
  • Accepted : 2017.10.30
  • Published : 2017.12.30

Abstract

This research aimed to understand selfie behavior in social networking sites (SNSs). The research was conducted on the basis of the functional theories of attitude, verified self-presentation attitude, and self-expression attitude that affect selfie behaviors (i.e., taking selfies, posting selfies, and taking selfies for fashion product exposure). The moderating effect of satisfaction toward one's appearance was identified. The participants of the study were SNS users aged 20-30 years who had posted selfies in the past month. A survey was performed using an online panel of an international survey firm. The data were analyzed using hierarchical regression analysis on SPSS 22.0. Results corroborated that self-expression attitude affected the number of selfies taken but not the number of selfies posted and those uploaded for fashion product exposure. Self-presentation attitude exerted a significant effect on the number of selfies posted and those uploaded for fashion product exposure. When satisfaction toward one's appearance was high, self-presentation attitude increased the influence of the behaviors of posting selfies and uploading selfies for fashion product exposure. Self-expression attitude also significantly influenced the number of selfies taken due to the moderating effect of satisfaction toward one's appearance. This research was made meaningful by its quantitative analysis of selfie behavior in SNSs. The results confirmed the different functions of attitudes affecting selfie behavior. With the improved understanding of selfie behavior obtained from this research, Social Media marketing may be carried out in various industrial fields in the future.

Keywords

Acknowledgement

Supported by : 한국연구재단

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