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http://dx.doi.org/10.17662/ksdim.2016.12.2.061

Examining the Determinants of the Intention of Continued Instagram Usage: Focused on the Moderating Effect of the Gender  

Lee, Seoungho (국민대학교 BIT전문대학원)
Kim, Changsik (국민대학교 BIT전문대학원 BK21 플러스 사업팀)
Kwahk, Keeyoung (국민대학교 경영대학/BIT전문대학원)
Publication Information
Journal of Korea Society of Digital Industry and Information Management / v.12, no.2, 2016 , pp. 61-72 More about this Journal
Abstract
The objective of this study is to investigate the determinants of the intention of continued Instagram usage. For this study, we used a self-administered survey questionnaire in which all of the scales were adapted from the previous literature. In this paper, we introduce a research model that consists of three antecedents (perceived usefulness, perceived playfulness, and customer satisfaction) that were thought to cause the intention of continued Instagram usage. The data were collected from 150 Instagram users. In order to validate the proposed research model, we used the SmartPLS 2.0. We used a two-step approach, recommended by Anderson and Gerbing(1988), that comprises a measurement model and structural model. The results showed that two antecedent factors (perceived usefulness and perceived playfulness) had a significant impact on customer satisfaction, which then causes the intention of continued usage. This study highlights the importance of the moderating effect of gender. Based on the results, this study proposes useful implications for Instagram stakeholders.
Keywords
Instagram; Intention of Continued Usage; Customer Satisfaction; Playfulness; Usefulness;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
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