A Study on Psychological Needs and Continuous Usage Intention of Young People for Instagram
| Autor: | Lin, Shin-Yu, 林欣諭 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 With the rapid development of social media, it offer users a convenience way to receive information, learn and communicate. As a result of this trends, this study discussed research content of the social media through the past related references. This study applied to three basic psychological needs (i.e.: need of autonomy, need of competence and need of relatedness) of self-determination theory to fill up past research that was rarely explored users' psychological needs. This research model extend IS-continuance theory to explore continuate usage intention of Instagram users. A quantitative method is applied in this study. Questionnaire were distributed to Instagram users from 30th November to 13th December in 2016. The data were based on 639 samples of Instagram users on Facebook, ptt and other institutions etc, ranging in the ages under 40.In this study, SPSS23.0 questionnaire was conducted to organize and analyze its data, and then proposed the result: The result of this study showed that (a) female is the main gender of Instagram users. The Instagram user’s age were focused on 20-25 years and they almost were students. (b) The autonomy, competence and relatedness of Instagram users were all affected continuate usage intention. (c) The need of autonomy of Instagram users had high level of satisfaction. It means users had the strongest expression of self-awareness when they used Instagram. (d) From the liner regression, it indicated that psychological needs actually influenced on continuate usage intention, especially the need of relatedness. It means interpersonal connection of social media affected continuate usage intention. According to this research results, four suggestions are proposed. First, offering a space that may make users create new things. Second, strengthening and expanding may make users obtain the connection with others in virtual environment.. Third, conducting a regular survey on users' needs in order to increase customers satisfaction. At last, conducting with the different channels and marketing strategies make users' stickiness to Instagram. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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