| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 104 === In an era of global Internet usage, social networks have become the most popular social media. Among them, Instagram is widely used by individuals, mass media, and brands to disseminate information, as it is able to fulfill marketing goals at low costs and provide rich content.
There are 524 participants completed the online and usable surveys were returned. This study uses structural equation modeling (SEM) analysis as a main method. Based on the identity, satisfaction, and emotions of Instagram users, this study has developed a theoretical framework on their self-presentation, perceived uniqueness, popularity, trust, involvement, aesthetics, and immersion in order to understand their continuance intention toward Instagram.
According to the research results, self-presentation, perceived uniqueness, and popularity had a positive influence on identity; trust and involvement had a positive influence on satisfaction and flow; and identity and satisfaction had a positive influence on continuance intention.
Key word: Instagram, Identity, Satisfaction, Emotions, Continuance intention
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