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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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 Title & Authors
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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 Abstract
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.
 Keywords
Instagram;Intention of Continued Usage;Customer Satisfaction;Playfulness;Usefulness;
 Language
Korean
 Cited by
1.
온라인 시장 활성화를 위한 간편결제 특성에 관한 연구,최수정;김창식;곽기영;김희웅;

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복합상업시설에서의 집객화 전략요소와 이용자 만족도 및 재방문 의도와의 관련성에 관한 연구,김형준;

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Antecedents of consumer intention to follow and recommend an Instagram account, Online Information Review, 2017, 41, 7, 1046  crossref(new windwow)
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