| Summary: | 碩士 === 中華大學 === 科技管理學系 === 107 === In recent years, the Internet has developed rapidly and gained its maturity, contributing to rising number of Internet users and growing popularity of social networks. Therefore, using social networking sites has become part of most people’s daily lives. Among numerous social networks, Instagram has demonstrated the most significant user growth rate and has become the most popular one among teenager users. Despite Instagram being one of the most appealing social networks, existing accounts fail to answer questions regarding users’ continuance intention in using Instagram. Therefore, the current study applied IS Continuance Model as the theoretical foundation in combination with variables including perceived enjoyment, privacy mechanism and trust to explore senior high school students’ continuance intention in using Instagram.
Questionnaire method and purposive sampling were employed, with data collected from senior high and vocational high school students in Taipei City and Yilan County. A total of 321 valid samples were collected in the formal questionnaire, with 85.15% effective questionnaire recovery rate. Survey results were analyzed using reliability analysis, descriptive statistics analysis, independent samples t test, one-way ANOVA, Pearson correlation and regression analysis.
The findings of the research were as follows:
1.Users’ confirmation had a significantly positive effect on the perceived usefulness and perceived enjoyment.
2.Users’ confirmation, perceived usefulness, perceived enjoyment and trust had a significantly positive effect on satisfaction; trust had the most significant direct effect on satisfaction.
3.Users’ perceived usefulness, perceived enjoyment and satisfaction had a significantly positive effect on continuance intention. Moreover, highest direct effect was seen from satisfaction.
4.Privacy mechanism had a significantly positive effect on trust.
5.Trust had no direct effect on continuance intention. However, it had an indirect effect on continuance intention through satisfaction.
Lastly, recommendations were provided based on the research findings for website operators, parents, teachers and further researches as reference.
|
|---|
