The analysis of Instagram Technology adoption as marketing tools by small medium enterprise

2016 3rd International Conference on Information Technology, Computer, and Electrical Engineering (ICITACEE) Pub Date : 2016-10-19 DOI:10.1109/ICITACEE.2016.7892472

Trianggoro Wiradinata, B. Iswandi

{"title":"The analysis of Instagram Technology adoption as marketing tools by small medium enterprise","authors":"Trianggoro Wiradinata, B. Iswandi","doi":"10.1109/ICITACEE.2016.7892472","DOIUrl":null,"url":null,"abstract":"In today's technology driven world, not all technologies could be adopted easily. There are many factors that affect its level of adoption; the most common factors are the perception of usefulness and perceived ease of use. Instagram is a picture-based social media tools or applications which also offer a photo-editing features to create a better desirable results. The theory that is appropriate to test the level of adoption and factors that influence Instagram is Technology Acceptance Model (TAM). TAM explains the behavior of users towards technology adoption. The population of this research is the Instagram users residing in Indonesia. Samples will be obtained using non-probability purposive (judgmental) sampling. Data analysis will be done using path analysis. The result of this research could determine the factors that significantly affect the acceptance of technology similar to Instagram and hence applications can achieve a similar adoption rate as Instagram.","PeriodicalId":161691,"journal":{"name":"2016 3rd International Conference on Information Technology, Computer, and Electrical Engineering (ICITACEE)","volume":"12 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2016-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"8","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"2016 3rd International Conference on Information Technology, Computer, and Electrical Engineering (ICITACEE)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/ICITACEE.2016.7892472","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 8

Abstract

In today's technology driven world, not all technologies could be adopted easily. There are many factors that affect its level of adoption; the most common factors are the perception of usefulness and perceived ease of use. Instagram is a picture-based social media tools or applications which also offer a photo-editing features to create a better desirable results. The theory that is appropriate to test the level of adoption and factors that influence Instagram is Technology Acceptance Model (TAM). TAM explains the behavior of users towards technology adoption. The population of this research is the Instagram users residing in Indonesia. Samples will be obtained using non-probability purposive (judgmental) sampling. Data analysis will be done using path analysis. The result of this research could determine the factors that significantly affect the acceptance of technology similar to Instagram and hence applications can achieve a similar adoption rate as Instagram.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

中小企业采用Instagram技术作为营销工具的分析

在当今技术驱动的世界中，并非所有技术都可以轻易采用。影响其采用程度的因素有很多;最常见的因素是对有用性和易用性的感知。Instagram是一个基于图片的社交媒体工具或应用程序，它还提供了照片编辑功能，以创造更好的理想效果。技术接受模型(Technology Acceptance Model, TAM)是检验Instagram的接受程度和影响因素的合适理论。TAM解释了用户对技术采用的行为。本研究的人群是居住在印度尼西亚的Instagram用户。样本将使用非概率目的(判断)抽样获得。数据分析将使用路径分析来完成。本研究的结果可以确定显著影响类似Instagram的技术接受度的因素，因此应用程序可以实现与Instagram相似的采用率。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

2016 3rd International Conference on Information Technology, Computer, and Electrical Engineering (ICITACEE)

自引率

0.00%

发文量