Mediating role of satisfaction in the relationship between motivational needs and Instagram continuance intention among students in selected universities in Malaysia
Instagram, one of the most prevalent social media platforms, has attracted significant attention, especially among university students. Scholars have shown particular interest in understanding the factors that influence Malaysian university students' continued use of social media platforms l...
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis |
| Language: | en |
| Published: |
2024
|
| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/123206/1/123206.pdf http://psasir.upm.edu.my/id/eprint/123206/ https://ethesis.upm.edu.my/id/eprint/18707 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Instagram, one of the most prevalent social media platforms, has attracted
significant attention, especially among university students. Scholars have
shown particular interest in understanding the factors that influence Malaysian
university students' continued use of social media platforms like Instagram.
The primary purpose of this study was to explore the role of satisfaction as a
mediator in the relationship between various types of motivational needs and
the continued intention to use Instagram. The motivational needs under study
included cognitive needs, affective needs, personal integrative needs, social
integrative needs, and escape needs. This research built on the foundations
of Uses and Gratifications Theory and Expectation-Confirmation Theory. The
research adopted a quantitative approach, using questionnaires to gather data
from a sample of 384 students drawn from six universities in the Klang Valley,
Malaysia—namely, Universiti Malaya, Universiti Putra Malaysia, Universiti Kebangsaan Malaysia, Universiti Teknologi Malaysia, Taylor's University, and
UCSI University. The participants were selected using quota sampling. The
collected data was then analyzed using partial least squares structural
equation modelling. The findings of the study indicated that satisfaction
significantly mediated the relationship between cognitive needs and
continuance intention, personal integrative needs and continuance intention,
and social integrative needs and continuance intention. In other words, the
level of satisfaction derived from Instagram use was a significant factor
influencing these specific motivational needs and the intention to continue
using Instagram. However, the study found no evidence of satisfaction playing
a mediating role between affective needs or escape needs and continuance
intention. This suggests that these needs did not necessarily influence the
decision to continue using Instagram based on the level of satisfaction derived
from the platform. These findings have important implications for both theory
and practice, particularly in understanding how satisfaction mediates the
relationship between motivational needs and continuance intention on social
media platforms like Instagram. |
|---|