Behavioral Intention of Instagram as Part of Technology Acceptance
- 10.2991/gcbme-16.2016.80How to use a DOI?
- Performance Expectancy, Effort Expectancy, Social Influence, Behavioral Intention, Instagram
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.
- © 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/).
Cite this article
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 -