WHY INSTAGRAM? INTENTION TO CONTINUE USING INSTAGRAM AMONG KOREAN COLLEGE STUDENTS

Abstract

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.