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Future Internet 2018, 10, 77 4 of 12 visual cognitive tendencies, men describe themselves as being inclined towards spatial imagery, whereas women define themselves as being inclined towards object imagery. In other words, women seem to prioritize the detailed appearances and colors of the images themselves, rather than the location and spatial conversion of images [45]. This is likely also true of Instagram, which enables communication via visual images. Graf & Kinshuk [46] used four dimensions, namely active/reflective, sensing/intuitive, visual/ verbal, and sequential/global, to express the characteristics of each learner and found mutual influence between learning style and working memory capacity. Learners with smaller working memory capacity prefer active, sensing, and visual learning styles, while those with higher working memory capacity are inclined toward reflective, intuitive, and sequential learning modes. Piaw [44] proved that differences of learning style exist in gender and controlled the variables, that is, ethnicity and academic major, to explore the influences on creative thinking ability. The results revealed a significant correlation between gender and creative thinking ability; furthermore, right-brain dominance was found to be connected to learning style and creative thinking ability [47,48]. In conclusion, students that think with their right brain are more creative than those that think with their left brain, and their academic major exerts a positive impact on their overall creative thinking ability [44]. Research on the relationship between internet searches and personal cognitive processes found that thinking style influences internet search motives, including the individual’s understanding of the search task, webpage experience, skill in operating search engines, and amount of attention devoted to the search task [49]. The University Major also makes a difference in psychology and thinking styles [50–52]. Generally speaking, students that major in art, literature, education, nursing, communication, and law think with their right brain, whereas those majoring in management, commerce, engineering, and science think with their left brain [52]. Furthermore, thinking patterns are correlated to academic expertise and domain. Humanities majors tend to adopt nonlinear thinking styles, which commerce, science, and engineering majors prefer linear thinking [51]. Based on the literature above, we infer that gender, knowledge, and interests all influence the motives and behavior of internet use. University Majors also influence thinking, and brain dominance affects not only thinking but also internet usage behavior. The primary research questions of this study were as follows: RQ1: Do motives for Instagram use and topics of interest vary with gender? RQ2: Do motives for Instagram use and topics of interest vary with University Major? RQ3: Do motives for Instagram use vary with amount of Instagram use? 3. Methods We administered an online questionnaire to understand the motives and topics of interest of Instagram users. Analysis of variance was conducted using the factors of gender, major, and the average amount of time spent on Instagram per day. 3.1. Questionnaire Design for Motives for Instagram Use For the questionnaire design, we referred to the five categories of motives for social media use employed by [53]: social interaction, documentation, diversion, self-promotion, and creativity. Factor 1: Social interaction was first proposed by [54] and is defined as “watching what others are doing”. It contained six items, three of them being “To follow my friends”, “To see updates of my friends”, and “To see the updates of those I follow” [35]. In addition to these three question items, we observed the Instagram use habits of university students and added “To interact with others (Comment & Like)”, “To prevent social isolation”, and “To find something new (including people, restaurants, and attractions)”. Factor 2: Documentation is a motive unique to Instagram [35,55]. It contained five items (e.g., “To remember special events”, “To commemorate an event”, “To remember something important toPDF Image | PageRank algorithm with MPC
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