Visual Marketing: Exploring Influences on the Continuous Use of Instagram

Yi-Fen Chen, Chia-Wen Tsai and Han-Ni Tsai
Additional contact information
Yi-Fen Chen: Department of International Business, Chung Yuan Christian University, Taiwan
Chia-Wen Tsai: Department of Information Management, Ming Chuan University, Taiwan
Han-Ni Tsai: Department of International Business, Chung Yuan Christian University, Taiwan

International Journal of E-Adoption (IJEA), 2022, vol. 14, issue 1, 1-13

Abstract: 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 immersion; and identity and satisfaction had a positive influence on continuance intention.

Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJEA.297927 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jea000:v:14:y:2022:i:1:p:1-13

Access Statistics for this article

International Journal of E-Adoption (IJEA) is currently edited by Hayden Wimmer

More articles in International Journal of E-Adoption (IJEA) from IGI Global
Bibliographic data for series maintained by Journal Editor ().