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Top1. Introduction
The modern world is becoming more interconnected, while more and more people are using different social media (Jridi, Chaabouni, Bakini & Chater, 2021). Social media includes numerous different forms (Alam et al., 2021). Instagram is currently the most popular social network. Many enterprises use Instagram as a channel to communicate with their customers by allowing them to participate in interactions, post personal comments, and share user experiences via Instagram. Consequently, Instagram not only helps enterprises reduce costs, but also enhances brand value and popularity (Wood, Behling, & Haugen, 2006).
The focus of the adolescents’ networking social life, it is where they describe themselves, upload photos, read comments from others, and list their favorite bands, but the most important thing is making new friends and widening their social circle in Facebook (Ruas et al., 2019; Church et al., 2017). Such Internet habits have evolved to produce fast and immediate responses, as everything can simply be settled by the touch of their fingertips (Chen, 2014; Church, Thambusamy, & Nemati, 2020). Another type of social networking site is Instagram. Instagram has the potential to interconnect a cyber-society, which also results in social networks forming a unique social structure. Research has shown that the higher the users’ identity and satisfaction toward social networks, the more willing they are to use social networks, thus enhancing their continuance intention (Mael & Ashforth, 1992). Users are able to master the information on Instagram and become immersed in it (Hoffman & Novak, 1996). Users will also acquire a cognitive perception of control, which will increase their positive emotions (Ariely, 2000). This will further enable the generation of more positive emotional reactions to Instagram (Sicilia et al., 2005). This study aims to explore the continuance intention for Instagram, and to further investigate the factors that influence identity, satisfaction, and emotions toward Instagram. In other words, this study will explore the factors influencing the continuance intention toward Instagram through the mediating effects of identity, satisfaction, and emotions. Instagram involves the style of “self-presentation,” the creation of “perceived uniqueness,” and increasing exposure to enhance “popularity.” Hence, “self-presentation,” “perceived uniqueness,” and “popularity” are the user experiences of Instagram, and are factors that influence a user’s Instagram identity (Brewer, 1991). Users develop a sense of “trust” and “involvement” when using Instagram, which can be regarded as their sense of need toward Instagram at a psychological level, thereby influencing their satisfaction (Bhattacherjee, 2001). Instagram provides a photo capturing function; hence, the sense of “aesthetics” evoked by this function will influence users’ positive emotions (Ariely, 2000) and stimulate their motivation to use Instagram (Peter & Olson, 2005). Moreover, users’ “flow” in Instagram will influence their continuance intention (Gentile & Gentile, 2007).