Why Instagram? Intention to continue using Instagram among Korean college students

Ha Sung Hwang1, Jaehee Cho2
1Department of Media and Communication, Dongguk University, Republic of Korea
2Department of Media and Communication, Chung-Ang University, Republic of Korea
Cite this article:  Hwang, H. S., & Cho, J. (2018). Why Instagram? Intention to continue using Instagram among Korean college students. Social Behavior and Personality: An international journal, 46(8), 1305-1316.

Volume 46 Issue 8 | e6961 | Published: August 2018 | DOI: https://doi.org/10.2224/sbp.6961

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

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.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.