3. Methodology
3.2. Pretest: Exploratory Stage
3.2.3. Results
motivations for consuming content (e.g., viewing, browsing, checking out),
participating in activities (e.g., replying, clicking polls/ question stickers), and posting (e.g., uploading, creating content) on Instagram Stories were. Eventually, participants were asked to provide demographic information, including age, biological sex, educational levels, and numbers of followers/followings they had.
3.2.3. Results
All participants (N = 21) reported having an average of 978 followers (range from 12 to 10,000 followers) and 544 followings (ranged from 1 to 5,000 followings).
A total of 11 participants consumed content on Instagram Stories “several times per day,” while six participants participated in Instagram Stories “several times per day.”
However, only two participants indicated that they posted content on Instagram Stories “several times per day.” The majority of participants posted content on Instagram Stories “a few times a week” (see Table 2), which revealed that Instagram Stories users tend to consume content more frequently than participating or posting.
Table 2
Frequency of Using Instagram Stories (N = 21) Frequency
To form a preliminary list of motivations to be used in the main study,
responses collected from the sample were clustered and coded by identifying the ones that are related. In total, the sample revealed 416 descriptive terms. Firstly, the
collected terms with the same or similar meanings were merged and formed 48 U&G items (see Table 3).
Table 3
The List of Newly Coded 48 Items Based on the Results of the Pretest No. Items
1 To keep in touch with family and friends.
2 To have conversations with others (e.g., chats, gossip, etc.).
3 To maintain a good relationship with others (for networking).
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Secondly, the 48 items based on the result of the pretest was compared and integrated with the list derived from the U&G literature on social media use (Kaye &
Johnson, 2002; Kim, 2016; Lee et al., 2015; Papacharissi & Rubin, 2000; Sheldon &
Table 3 (cont’d)
The List of Newly Coded 48 Items Based on the Results of the Pretest No. Items
4 To meet/connect with others who have similar interests.
5 To interact with brands.
6 To browse products/services (e.g., clothes, shoes).
7 To buy products/services (e.g., clothes, shoes).
8 To relax.
9 To pass the time when bored.
10 To occupy my time.
11 To escape from reality.
12 To forget about troubles.
13 To avoid loneliness.
14 To share information about me (e.g., feelings, updates, etc.).
15 To share information I think is interesting (e.g., reposting).
16 To promote certain topics.
17 To explore.
18 To get free information without much effort.
19 To learn about new things (e.g., watching tutorials, etc.).
20 To keep up with current issues and events of the day.
21 To receive exclusive contents in real time.
22 To get updates on my family and friends.
23 To follow influencers/celebrities.
24 To see what other people share.
25 To record things that happen in my daily life.
26 To create my own portfolio (e.g., vlogging).
27 To receive responses from others.
28 To feel like I belong to a community.
29 To express my actual self (who I really am).
30 To self-promote.
31 To become popular.
32 To show off.
33 Because it is easy to use.
34 Because it is entertaining.
35 Because it is enjoyable.
36 Because it is fun.
37 Because it is cool.
38 Because it is casual.
39 Because it is functional.
40 Because it is convenient.
41 Because it is real.
42 Because it is private.
43 Because it is new.
44 Because it disappears after 24 hours.
45 Because I enjoy editing stories with the features (e.g., filters, texts, emojis).
46 Because I can receive some benefits (e.g., giveaways, coupons).
47 Because I have nothing better to do.
48 Because people around me use Instagram Stories.
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Bryant, 2016) that includes themes such as social interaction, entertainment, passing time, information sharing, information seeking, surveillance, archiving, need for recognition, coolness, and creativity (see Table 4).
Table 4
The List of Motivations Derived from the U&G Literature
Motivations Items References
Social interaction To interact with a number of people.
To maintain a good relationship with others (for networking).
To get updates on close friends and family.
To keep in touch with friends far away.
To communicate with friends and family.
Because people around me use Instagram.
To know about things that are happening around me.
To connect/meet with people who share similar interest.
Lee et al. (2015)
Entertainment Because it is entertaining.
Because it is enjoyable.
To escape from reality To forget about troubles To avoid loneliness
To get what I want without much effort To relax
Papacharissi & Rubin (2000); Lee et al. (2015)
Passing Time Because it passes time when bored.
When I have nothing better to do.
To occupy my time.
Papacharissi & Rubin (2000)
Information Sharing To provide my update.
To be noticed by others.
To express my actual self (who I really am).
To share my personal information with others.
To show off.
Lee et al. (2015)
Information seeking New way to do research.
It is easier.
To get information for free.
To look for information.
To see what is out there.
To keep up with main issues of the day.
Papacharissi & Rubin (2000); Kaye & Johnson (2002)
Surveillance To interact with my friends.
To see “visual status updates” of my friends.
It is fun.
To follow my friends.
To see what other people share.
To “like” my followers’ photos.
To creep through other people’s posts.
Sheldon & Bryant (2016)
Archiving To record daily events through photos.
To create my personal space.
To record my traces (e.g., trip) via photomap.
To do personal blogging.
To take fancy photos and save them online.
To update photos and videos with various filters
Lee et al. (2015)
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國立 政 治 大 學
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N a tio na
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DOI:10.6814/NCCU202000348