The Influence of Instagram Hastages on User Behavior

• Main Authors: WEN, CHIA-HUI, 溫佳惠
• Other Authors: HSU, CHIU-PING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/72522681321810367706

碩士 === 中華大學 === 企業管理學系 === 105 === With the rapid progress of technology and the mobile devices, it provides more convenient uses to the Internet users, which also contribute to the rise of social media and increase the popularity of it as well. Facebook, Twitter, Instagram...and so on, are now the most commonly used social media. Moreover, sharing high-quality photos with Instagram is getting more and more popular these days. At the end of 2016, there're 600 million Instagram registered users. According to a study of Pew Internet(2017), there're 51% daily log-on users and about 300 million daily live users on Instagram. In addition, according to a survey of Connected Life(2016), 51% of the Internet users in Taiwan use Instagram, and twice of which as much as 23% in 2014. And 71% of users aged between 16-24 years old, mostly young people. The purpose of this study is to investigate the uses of Hashtags of Instagram users. Hashtags can help find the same photos with the same hashtags and can become search keywords as well. Therefore, Hashtags can not only increase the chance of posts being searched, but also enhance the effectiveness of marketing. This study sorts out some variables like Content appeal, Reference group, Need to belong, Perceived entertainment, Brand familiarity, which can affect the clicking behavior of users on Instagram, and which then can influence the individuals' Brand reference and Impact of information. The subjects are the users who clicked hashtags on Instagram over the last three months. 413 effective questionnaires were collected from paper and online convey and analyze by SPSS and PLS. The results revealed that all the hypotheses are significant positive effect except. It illustrated a different contribution of factors in participation behavior determination.