As the marketing environment has changed around consumers, SNS, which used to share daily lives, has developed into a 'market' for direct purchases and product reviews. In response, this study sought to identify the usage behavior and motivation of 'Instagram Market' users among SNS markets.Qualitative research was conducted through interviews, and we revealed the operational definition of Instagram market and discovered many factors. Based on this, exploratory factors analysis and confirmatory factors analysis were conducted using the survey. As a result, five motivations for using Instagram market were identified: personalization, visibility, hedonic, scarcity and product trust. Among them, personalization and visibility factors were statistically significant compared to other factors. In addition, an independent sample t-test was conducted for differences in the level of motivation for market use. Groups with higher usage levels showed significantly higher levels in motivations compared to lower groups. This study expands the theoretical discussion of SNS markets and suggests practical implications for Instagram markets by identifying the risks that appear in Instagram markets.