| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 107 === In the past decade, the popularity of smart phones and mobile Internet access rate has increased significantly. Moreover, with the rapid development of social networking sites, the development of mature social platform has been one of the ways for modern people to connect emotions. Instagram, which is mainly rely on photo supplemented by text, spring up quickly on social platforms. Based on the social capital theory, this study from the perspective of the vividness of Instagram, what are the antecedent variable of Instagram stickiness and their cause-effect relation. We also discuss the role of trust and social identification in shared value and stickiness. It then goes on to explore the moderating effect of privacy concerns and whether them moderate with trust and stickiness.
The research subjects were actual Instagram users. A total of 216 samples were collected after more than one month of online questionnaire. After screening, 8 invalid samples were removed, and 208 valid samples were found. In this study, Partial Least Squares were used for PLS analysis and SEM to measure the effectiveness of each path. The results show that :(1) vividness on social interaction ties and shared value; (2) social interaction ties and shared value; (3) social identification on shared value and stickiness; (4) social identification on trust; (5) moderating effect of privacy concerns. As pointed out in the introduction to this paper, providing suggestions on the management of operators and researchers in related fields.
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