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Examining the Determinants of the Intention of Continued Instagram Usage: Focused on the Moderating Effect of the Gender
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Examining the Determinants of the Intention of Continued Instagram Usage: Focused on the Moderating Effect of the Gender
Lee, Seoungho; Kim, Changsik; Kwahk, Keeyoung;
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The objective of this study is to investigate the determinants of the intention of continued Instagram usage. For this study, we used a self-administered survey questionnaire in which all of the scales were adapted from the previous literature. In this paper, we introduce a research model that consists of three antecedents (perceived usefulness, perceived playfulness, and customer satisfaction) that were thought to cause the intention of continued Instagram usage. The data were collected from 150 Instagram users. In order to validate the proposed research model, we used the SmartPLS 2.0. We used a two-step approach, recommended by Anderson and Gerbing(1988), that comprises a measurement model and structural model. The results showed that two antecedent factors (perceived usefulness and perceived playfulness) had a significant impact on customer satisfaction, which then causes the intention of continued usage. This study highlights the importance of the moderating effect of gender. Based on the results, this study proposes useful implications for Instagram stakeholders.
Instagram;Intention of Continued Usage;Customer Satisfaction;Playfulness;Usefulness;
 Cited by
온라인 시장 활성화를 위한 간편결제 특성에 관한 연구,최수정;김창식;곽기영;김희웅;

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