| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 107 === In recent years, with the development of Internet, it has been coming from 3G and 4G to the upcoming 5G era. In this convenient generation, how to make people choose the main of social media. It has become a major issue for social media companies and marketing policies.
This study focuses in usage experience of social media Instagram (IG), and discusses the influence of self-disclosure, maintains interpersonal relationships, self-identity, self-display, entertainment, need for popularity, and information acquisition on continued intention.
This study survey IG user as the analysis objects and collects a total of 500 questionnaires, using SPSS Statistics 20.0. Among them, 421 were valid, the demographic variable analysis, the demographic variable analysis, reliability analysis, validity analysis, correlation analysis, and regression analysis was used to explore the hypothesis. 421 persons resulted from a snowball sampling participated in this study. The results of the data analysis are:
1. Self-identity can positively affect continued intention.
2. Entertainment can positively affect continued intention.
3. Information acquisition can positively affect continued intention.
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