Behavioral Intention of Instagram as Part of Technology Acceptance

DOI

10.2991/gcbme-16.2016.80How to use a DOI?

Keywords

Performance Expectancy, Effort Expectancy, Social Influence, Behavioral Intention, Instagram

Abstract

This study aimed to test the effect of performance expectancy, effort expectancy and social influence towards Instagram's behavioral intention. The study used descriptive and verifiable approach by online survey and causal design methods. The data were collected based on a 100 Instagram followers of @infobdgcom as the respondents. The study used validity testing, reliability testing, classical assumption testing, and multiple linear regression analysis. The results showed that partially there was a significant positive effect between Performance Expectancy towards Behavioral Intention, and Social Influence towards Behavioral Intention. Yet, Effort Expectancy had no significant positive effect towards Behavioral Intention on Instagram. In addition, Performance Expectancy, Effort Expectancy, and Social Influence had simultaneously influenced Behavioral Intention.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Mokh Adib Sultan
AU  - Mochamad Risman Purwanto Ramdhan
PY  - 2016/08
DA  - 2016/08
TI  - Behavioral Intention of Instagram as Part of Technology Acceptance
BT  - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SP  - 444
EP  - 447
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.80
DO  - 10.2991/gcbme-16.2016.80
ID  - AdibSultan2016/08
ER  -