earticle

영어

This study examined the influence of motives for Instagram use and self-monitoring on intensity of Instagram use and intention to post photos on Instagram. The study revealed that coolness/popularity/creativity had significant positive influence on intensity of Instagram use. The next significant findings were the positive influence of surveillance/knowledge about others and documentation on Intensity of Instagram use. In addition, the study indicated that self-monitoring had a significant positive influence on Intensity of Instagram use. The study also revealed that coolness/popularity/creativity, surveillance/knowledge about others, and self-monitoring had significant positive influence on intention to post photos. However, documentation had no significant influence on intention to post photos. The study offers theoretical contributions by extending uses and gratification theory and self-monitoring theory.