The Influence of Social Media Perceived Value on the Intention of Continuous Use：An Example on Instagram

• Main Authors: HUANG,CHUN-KAI, 黃俊凱
• Other Authors: HSU,LI-LING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/pr2np8

碩士 === 國立高雄第一科技大學 === 資訊管理系碩士班 === 105 === The purpose of this study is to explore the intentions of the users of Instagram, based on the theory of "perceived value theory", supplementary by the "technology acceptance model" and by sorting out the quality characteristics and perceived value of social media and information technology of the relevant literature, summed up the impact of the use of Instagram users use the continious intention of the relevant factors.. This study extends the relevance of the theory and the perceived value of the model to allow this theory to be applied to Instagram whose situation is more complete. In this study, we use SmartPLS3.0 software for statistical analysis. A total of 615 valid questionnaires were collected in the questionnaire. The results show that most of the hypotheses are supported. This study was originally proposed. The study has the following findings: (1) Instagram user's "quality characteristics (quality of information, system quality, service quality)", the user's "perceived value" has a significant impact; (2) Instagram users " Perceived value (functional value, social value) "has a significant positive effect on the user's" use attitude "; (3) Instagram user's" use characteristics (perceived usefulness, perceived ease of use) "to the user; (4) Instagram user's " use attitude" has a significant positive effect on the use of " use satisfaction" (eg, " use attitude") has a positive effect; (5) Instagram user's " use attitude" has a significant positive effect on the user's " Continue Intention "; (6) Instagram user's " Usage Satisfaction" for the user's " Continue Intention " Have a significant positive impact.