The Study of User Satisfaction and Intention to use Instagram

• Main Authors: Yang,Yu-Hsuan, 楊于萱
• Other Authors: Chen,Ya-Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/97262084359113316870

碩士 === 國立彰化師範大學 === 會計學系 === 104 === In recent years,the feature of picture-sharing social platform-Instagram has been prevailing since it was released.No matter what user growth rate or downloads are beyond other platforms,becomes a leading brand in social media and is loved by a large number of users. Although the short time of establishment,Facebook is willing to buy Instagram with a massive price.In order to explore the charm of Instagram,in this study,through the integration of Information Success Model and Technology Acceptance Model,try to understand the factors which affect the user satisfaction and usage intention of Instagram. The subjects of this study are Instagram users. This study adopts the internet questionnaire survey method.With a total of 209 valid questionnaires,the effective recovery rate is 71.09%. After collecting questionnaires,SPSS 20.0 statistics software was used to analyze them.The methods of the analysis include descriptive statistic,validity analysis,factor analysis, reliability analysis,correlation analysis and multiple regression.The evidences suggest that the (1) Information Quality,System Quality, Service Quality and Perceived Ease of Use have a significant positive effect on User Satisfaction (2) User Satisfaction has a significant positive effect on Usage Intention.Lastely,the results of this study can provide for Instagram’ s managers.