인스타그램 푸드 콘텐츠의 시각적 매력과 정보 품질이 구매의도에 미치는 영향* - S-O-R 이론과 합리적 정보채택모델(IAM)의 통합모델을 중심으로 -

Abstract

This study aims to understand the decision-making process of consumers who engage with Instagram food content by examining the relationships among visual appeal, information quality, positive emotions, perceived usefulness, content sharing, and purchase intention. A survey was conducted with adult MZ generation participants who had encountered food content on Instagram within the past three months. Out of 400 collected responses, 374 valid responses were used after excluding 26 incomplete or inappropriate ones. The main findings are as follows: The visual appeal and information quality of Instagram food content showed significant relationships with positive emotions, perceived usefulness, content sharing, and purchase intention. However, visual appeal did not significantly influence perceived usefulness, and positive emotions did not significantly impact purchase intention. This study provides a theoretical basis for understanding purchase decision-making related to high-value food content on Instagram. It also by integrating the S-O-R theory and the Information Adoption Model(IAM), it proposes an extended framework explaining both emotional responses(visual appeal) and rational evaluations(information quality). The findings suggest that food service brands can enhance consumer purchase intentions by strategically providing content that simultaneously considers visual appeal and rational information quality management.