| Summary: | Scholars have started to research the effect of satisfaction on users' willingness to continue
using social media, such as Facebook, Instagram, Weibo. However, few studies have focused
on the effects of these gratification on users’ psychological responses, such as satisfaction
and emotional attachment. To bridge this knowledge gap, this study, based on uses and
gratification and Stimulus-Organism-Response theory, integrated a new model to study the
influence of gratification on psychological response, and the influence of psychological
response on Instagram continuance use intention. A sample of students (N = 209) from
Universiti Putra Malaysia was selected for this study. PLS-SEM was mainly used for hypothesis
testing during data analysis. The results indicate that entertaining value, social value, social
participation, and utilitarian value positively affect users' satisfaction. Emotional attachment
is significantly influenced by social participation, information consumption. Moreover,
psychological response positively affects continued usage intention. In addition, this study
can help social media practitioners better understand users' intention to continue using from
the perspective of their gratifications and psychological response.
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