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FASHION CURATING ON INSTAGRAM: WILL THE SHARING ECONOMY ALTERNATIVE EXPAND THE MARKET?
consumption, has been attempted to replace with sharing economy which is consumer-to-consumer’s activity of obtaining, giving, or sharing the access to goods and services (Hamari et al., 2016). Research argued that the sharing economy develops based on information and communication technology (ICT) as it is an emerging economic-technological phenomenon, proliferation of using social networking site (SNS) (e.g. Instagram, Facebook, YouTube), and increased consumer awareness (Belk, 2014; Hamari et al., 2016). SNS refers to a digital environment that allows individual to create his/her space where sharing and constructing relationship with others are possible (Lin & Lu, 2011). Among the numbers of SNSs, Instagram is gaining notable attention as powerful marketing tool which may especially be important for fashion industry. Hutchins (2017) reported that number of its daily active users exceeds 400 million, and 90% of users are under 35 who may be familiar with the idea of the sharing economy. In terms of marketing, 53% of Instagram users are found to follow their favorite brands (Hutchins. 2017). According to Ryan and Deci (2000), consumer behavior of using information technology such as Instagram was influenced by extrinsic and intrinsic motivations. Although numerous researches have done with the sharing economy and SNS respectively, despite the recognized role of SNS in the sharing economy, comprehensive and empirical study of the sharing economy and SNS is very limited. Hence, the purpose of this research is to investigate consumer’s motivations to use Instagram for participating sharing economy by developing research framework based on the motivation theory (Ryan & Deci, 2000) perspective.
