Merchandising/Marketing/Retailing: Branding

“Pin”pointing the Motivational Dimensions behind Pinterest

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Abstract

This study examined the user gratifications obtained from Pinterest, an image-sharing social networking site, by applying the customary two-study uses and gratifications (U&G) approach. In the first study, using an open-ended questionnaire, a preliminary list of descriptive terms was collected from 27 college students who use Pinterest. From the list, an item analysis extracted 54 descriptive terms, which served as the basis for the item generation in the second study. In the second study, using a quantitative online survey method, data was analyzed from 243 college students who use Pinterest. A confirmatory factor analysis revealed five dimensions of uses and gratifications obtained from the image-sharing SNS.

Keywords: motivations, Pinterest, uses and gratifications

How to Cite:

Mull, I. R. & Lee, S., (2013) ““Pin”pointing the Motivational Dimensions behind Pinterest”, International Textile and Apparel Association Annual Conference Proceedings 70(1).