This study examined the effect of Instagram usage time (short, long) and spending on fashion products (light, heavy) on product attitude and purchase intention of products promoted by an influencer. The moderating effect of influencer type (mega, macro, micro) was also investigated. A total of 515 males and females in their 20s participated in an online survey. Descriptive statistics were analyzed and exploratory factor analysis and two-way ANOVA were conducted. Research findings were as follows. First, the usage time, both short and long, had a positive effect on product attitude. Also, the interactive effects of usage time and influencer type on product attitude were found. Consumers with short Instagram usage time displayed the highest attitude toward products promoted by a macro-influencer whereas consumers with long Instagram usage time displayed the highest attitude toward products promoted by a micro-influencer. Second, usage time and influencer type did not show interactive effects on purchase intention. Third, both categoriacl variables of users’ spending on fashion products had a positive effect on product attitude. Fourth, the interaction effects of spending on fashion products and influencer types on purchase intention were found. The group of light buyers showed the highest purchase intention on products promoted by the macro-influencer while the group of heavy buyers showed the highest purchase intention of products promoted by the micro-influencer. Based on the results, implications were suggested.

Abstract
I. Introduction
Ⅱ. Background
    1. Influencer type
    2. Instagram usage time
    3. Spending on fashion products
    4. Attitude and purchase intention on products promoted by the influencer
Ⅲ. Methods
    1. Research hypotheses and research model
    2. Data collection and analysis
Ⅳ. Results and Discussion
    1. Demographic characteristics of respondents
    2. Validity and credibility of measures
    3. Test results of hypotheses regarding research problem 1
    4. Test results of hypotheses regarding research problem 2
Ⅴ. Conclusion
References

• Ji-hye Kwak(Dept. of Fashion Marketing, Keimyung College University) | 곽지혜
• Eunah Yoh(Dept. of Fashion Marketing, Keimyung University) | 여은아 Corresponding author