Nowadays, social media such as Instagram and Facebook are being widely used among Thai people. Even though Facebook is the biggest social network in Thailand, Instagram becomes the first choice of many smart phone users. Thus, there is an increasing importance on perception into the consumers’ intention toward Instagram. This study aims to investigate how factors could influence consumers’ continue intention toward Instagram. First, this study reviews past literature to develop research hypotheses. Furthermore, in the area of research methodology, this study conducts an online survey on Thai Instagram users are contained in the target population. Specifically, this project use multiple linear regression analysis to test the causal relationships among perceived usefulness, perceived ease of use, attitude, subjective norm, and perceived behavioral control. A convenient sampling is conducted to obtain valid responses for the test of hypotheses. At last, the empirical results of this study show that perceived usefulness, perceived ease of use, attitude, subjective norm, and perceived behavioral control have a significant and positive impact on consumers’ continue intention toward Instagram. The results of this study can be contributed to service providers in order to design effectively marketing strategies to increase customer’s satisfaction and intention to use Instagram.
