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Future Internet 2018, 10, 77 3 of 12 psychological tests; the contents and meaning that it explores include motive, choice behavior, and reactions [21]. Nightingale proposed the concept of audience features, among which there are two classical features: Whether they receive media alone or interact with others, audiences are contextualized by the location of dissemination and other features [22]; when audiences become submerged in the scenario, they can engage in a synchronous manner and offer responses. Eastman once described audience research as a stalemate between two sides: the media industry, which seeks to control audience behavior, and the audience, which aim to satisfy their own media needs [23]. In other words, Instagram users also meet their own needs via the usage process. Jensen & Rosengren divided audience research into five major categories: effects, uses and gratifications, literary criticism, cultural study, and reception analysis [24]. The gratification is a mental state rather than a type of behavior and is the psychological satisfaction that users derive from their experience of media usage. Evaluating the uses and gratifications is based on user attitude toward the media, which varies with personal beliefs, values, and preferences [25]. Studies in the past have allowed users to define their own behavior [26]. The core motive behind media usage is to solve various social needs or enable self-adjustment and relaxation in individual usage [27]. Users are considered active and motivated media users who can control their own usage experience. Thus, media research in recent years has focused on understanding the source of motivation [28]. The typical needs in the uses and gratifications theory are broad forms of motivation, including information, socialization, entertainment, and escape [29]. Motivation is an important indicator in the prediction of human behavior, and motivation is the foundation of the uses and gratifications theory. Different motives will result in different media usage behavior, online consumption behavior, and attentional behavior, all of which come from the uses and gratifications theory. The satisfaction of certain motives during the process of media usage evokes certain responses, and the degree of satisfaction varies depending on the motive. Thus, the behavior produced will naturally vary as well. We therefore hypothesized that users have varying preferences with regard to Instagram that are associated with their different expectations of the social media and the sense of satisfaction that they seek to gain through Instagram. 2.2. Motives for Instagram Usage Testing psychological effects on media users requires the description of actual situations, and finding a universal explanation is fairly difficult. For these reasons, researchers often use media side factors to explain the psychological effects on internet and new media users [30–33]. Mull & Lee examined the uses and gratifications theory with social media [34], applied it to the motives for Pinterest usage, and identified five primary motives: fashion, creative projects, virtual exploration, entertainment, and organization. Emphasizing visual presentation as much as Pinterest does, Instagram is extremely suitable for research comparing and describing usage motives [35,36]. Recent studies on motives for Instagram use have found that the majority of user posts on Instagram are selfies. Whereas the primary motive for Facebook posts is to establish relationships with others, Instagram is more for personal use [37]. Most people devote a lot of time and focus to Instagram; users first take numerous pictures before uploading the most important picture to get praise and likes [38,39]. Social media users tend to feel good about themselves and are very sensitive to criticism [5]. Instagram utilizes the general need to pursue social validation, which gives users a unique sense of satisfaction [40]. 2.3. Influence of Gender and Major on Motives for Instagram Use Research suggests that University Major preferences vary substantially with gender. Men tend to choose more object-oriented majors such as engineering, physics, and computer science. In contrast, women gravitate toward people-oriented majors such as education, nursing, art, and literature [41,42]. Durak & Saritepeci [43] proposed that stress from the environment influences the motives and behaviors of each gender, which in turn influences cognitive style [44]. From the perspective ofPDF Image | PageRank algorithm with MPC
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