Instagram stories

Abstract

Instagram is one of the most influential social networks nowadays. This application experienced its largest growth after the implementation of the “Stories” tool, which consists of posts that vanish in 24 h. This study analyzes the factors that influence the intention to use this tool employing the Technology Acceptance Model (TAM) as a basis and complementing it with the variables of perceived enjoyment, social presence, benign envy and malicious envy. A questionnaire was developed on SurveyMonkey, which was responded by 401 people sampled by convenience. The analysis of the results was conducted through a structural equation model (SEM) using SPSS AMOS. Ten hypotheses were proposed, and out of them, eight were accepted and two rejected. Finally, the attitude towards using is the most influential variable over the intention to use Instagram Stories, with a standardized coefficient of.539. This coefficient is mostly explained by perceived enjoyment (.849), which in turn, is explained by social presence (.743). Regarding the envy variables, only benign envy exhibits a relationship with perceived enjoyment, albeit a weak one.