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We drew on 2 theoretical frameworks-the technology acceptance model (TAM) and uses and gratifications theory (UGT)-to examine the underlying factors that affect the intention to continue using the global social networking site, Instagram. We proposed 2 perceptual factors from the TAM related to use (perceived ease of use and perceived usefulness) and gratification factors from UGT (social interaction, entertainment, information, and self-expression) as key determinants of the intention to continue using Instagram. Participants were 371 college students in South Korea, who completed an online survey. Results showed that perceived ease of use and gratification of both social interaction and entertainment had a positive impact on users' intention to continue using Instagram. These findings advance theoretical and practical understanding of the increasing popularity of Instagram.
Keywords: Instagram, social media, social networking site, intention to continue use, perceived ease of use, perceived usefulness, technology acceptance.
Since its debut in October 2010, Instagram, a cell phone-based photo-sharing application, has quickly become a leading social networking site (SNS; Ting, Ming, de Run, & Choo, 2015). By clicking, editing, and uploading photographs instantly, Instagram users share moments from their daily lives in real time. In 2015, 30% of Internet users worldwide used Instagram, an increase from 26% in 2014 (Statista, 2017a). On an average day, more than 60% of Instagram account holders around the world log in and upload 95 million photographs and videos (Parker, 2016). As of September 2017, there are more than 800 million active monthly users, an increase of 200 million since December 2016 (Statista, 2017b), 90% of whom are aged under 35 years (Smith, 2016).
Given the competition among social networking sites (SNS), such as Facebook, Snapchat, and Twitter, the increasing popularity of Instagram is noteworthy. As the number of SNS that are developed and designed for targeted services grows, users are increasingly likely to explore and migrate to multiple platforms (J. Choi, Jung, & Lee, 2013). In addition, some SNS users discontinue using a technology service because of a negative experience, such as SNS stress or fatigue (Yao, Phang, & Ling, 2015). In this context, the rapid growth of Instagram in the SNS market has raised important questions about the factors that drive users' intention to adopt and use a SNS, and the determinants...