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http://dx.doi.org/10.5392/JKCA.2017.17.11.252

Predicting Photo-sharing Behavior on Instagram: Uses and Gratification Theory  

Kim, Hyo-Jung (서울대학교 소비자학과)
Publication Information
The Journal of the Korea Contents Association / v.17, no.11, 2017 , pp. 252-263 More about this Journal
Abstract
The study empirically explored factors influencing photo sharing behavior on Instagram based on the uses and gratification theory. An online survey was conducted 356 respondents those who have used Instagram and have shared photos within the last three months. Frequency analysis, descriptive statistics, confirmatory factor analysis, and structural model analysis were conducted using SPSS 19.0 and AMOS 21.0. The results of this study are as follows: first, communication has the greatest effect on photo-sharing behavior; second, entertainment has a positive effect on photo-sharing behavior; third, self-expression has a positive effect on photo-sharing behavior; fourth, service users' trust has a positive effect on photo-sharing behavior. This study adds to the current literature and contributes to understanding consumers' photo-sharing behavior.
Keywords
Uses and Gratification Theory; Photo Sharing Behavior; Trust; Instagram; SNS;
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