The impact of women's Instagram advertising consumption tendency on purchasing behavior

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.