Deleted Journal, Journal Year: 2024, Volume and Issue: 2024(4), P. 890 - 900
Published: Dec. 31, 2024
This study investigates the relationships between user motivations, attitudes, and continued usage intentions for Instagram Reels, while examining moderating role of consumption value orientations. Employing structural equation modeling with data from 352 users, we find that interactivity, entertainment, escapism significantly influence which strongly predict intentions. Our multi-group analysis reveals hedonic utilitarian values moderate these relationships. Entertainment has a stronger effect on attitudes interactivity informativeness show stronger, though non-significant, associations users. Escapism exhibits divergent effects across groups, positive users negative Notably, self-expressiveness demonstrates strong association both suggesting its universal appeal. These findings extend Uses Gratifications Theory to short-form video contexts highlight nuanced in shaping engagement. The offers valuable insights platform developers content creators, need tailored strategies address diverse needs different As social media continues evolve, understanding becomes increasingly crucial researchers practitioners field, enabling more targeted effective design various platforms. research contributes growing body literature behavior provides practical implications enhancing engagement rapidly evolving landscape content.
Language: Английский