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Future Internet 2018, 10, 77 6 of 12 4.1. Topics of Interest on Instagram and Attitude Toward Ads In our survey of the topics that the participants followed and were interested on Instagram, Future Internet 2018, 10, x FOR PEER REVIEW 6 of 12 we divided the participants into two groups by major for comparison. The participants could choose three topics at the most. In both groups, the most widely followed topics were celebrities (including three topics at the most. In both groups, the most widely followed topics were celebrities (including designers). The greatest difference was in the topic of artisans, where 52% of the design majors showed designers). The greatest difference was in the topic of artisans, where 52% of the design majors interest, but only 17% of the engineering majors did as well. Furthermore, the ratio of design majors showed interest, but only 17% of the engineering majors did as well. Furthermore, the ratio of design and engineering majors interested in photography was 45:28, while the ratio of design majors and majors and engineering majors interested in photography was 45:28, while the ratio of design majors engineering majors interested in internet celebrities was 1:2 (Figure 1). and engineering majors interested in internet celebrities was 1:2 (Figure 1). Figure 1. Proportions of Instagram users in different majors interested in different topics. Figure 1. Proportions of Instagram users in different majors interested in different topics. We then conducted a chi-square test to determine whether any connections existed between 100% 0% 52% 56% 45% Design Majors 44% 26% 21% 24% 17% Engineering Majors The ratio of followed target from different majors students 26% 10% 26% 23% 15% 28% 30% 10% 1. Animals 5. Celebrities 2. Foods 6. Photographer 3. Life Style 7. Clothes 4. Craftsman 8. Internet Celebrity We then conducted a chi-square test to determine whether any connections existed between major major and topics of interest, with major as a nominal variable and topic of interest as an order variable. and topics of interest, with major as a nominal variable and topic of interest as an order variable. The results were X2 = 46.914 and p = 0.00 (<0.05), which indicate significant differences among the The results were X2 = 46.914 and p = 0.00 (<0.05), which indicate significant differences among the interests of design majors and engineering majors. interests of design majors and engineering majors. For attention given to ads, 51% of the male participants and 67% of the female participants paid For attention given to ads, 51% of the male participants and 67% of the female participants paid attention to ads when using Instagram. We speculate that the 15% difference was due to gender attention to ads when using Instagram. We speculate that the 15% difference was due to gender differences in motives for Instagram use as well as different interests in the type or topic of the ads. differences in motives for Instagram use as well as different interests in the type or topic of the As for whether ads were noticed varied with the length of time spent using Instagram (level of ads. As for whether ads were noticed varied with the length of time spent using Instagram (level of addiction), 57%, 65%, and 63% of the participants that used Instagram for less than 1 h, between 1 h addiction), 57%, 65%, and 63% of the participants that used Instagram for less than 1 h, between 1 h and and 3 h, and more than 3 h paid attention to ads, respectively, thereby presenting no significant 3 h, and more than 3 h paid attention to ads, respectively, thereby presenting no significant differences. 4.2. Influence of Professional Training Background on Motive for Instagram Use 4.2. Influence of Professional Training Background on Motive for Instagram Use In this study, we divided the motives for Instagram use into five factors: social interaction, differences. In this study, we divided the motives for Instagram use into five factors: social interaction, documentation, diversion, self-promotion, and creativity. This analysis included a total of 27 question documentation, diversion, self-promotion, and creativity. This analysis included a total of 27 question items and were divided into two categories based on whether they involved motives for looking at or items and were divided into two categories based on whether they involved motives for looking at creating posts during Instagram use. or creating posts during Instagram use. After dividing the participants by major, we found significant differences in nine motives for After dividing the participants by major, we found significant differences in nine motives for Instagram use, eight of which were motives for looking at posts. Furthermore, most of these motives Instagram use, eight of which were motives for looking at posts. Furthermore, most of these motives involved social interaction or creativity. The average score for each question item was greater than involved social interaction or creativity. The average score for each question item was greater than three regardless of major. The engineering majors identified more strongly with social interaction three regardless of major. The engineering majors identified more strongly with social interaction motives than the design majors did, whereas the design majors expressed stronger creativity motives motives than the design majors did, whereas the design majors expressed stronger creativity motives than engineering majors. Only one question item was a motive for creating posts: to show off my pets than engineering majors. Only one question item was a motive for creating posts: to show off my pets (M, Designers:Engineers = 1.99:2.36) (Table 1). (M, Designers:Engineers = 1.99:2.36) (Table 1). Dividing the participants by major. In addition, when we look at the motives for Instagram use Dividing the participants by major. In addition, when we look at the motives for Instagram use by gender, significant differences were only found in six question items (Table 2). Two concerned by gender, significant differences were only found in six question items (Table 2). Two concerned motives for looking at posts: one in creativity (Mean, Male:Female = 3.52:3.8) and the other in diversion motives for looking at posts: one in creativity (Mean, Male:Female = 3.52:3.8) and the other in (Mean, Male:Female = 2.95:3.33), and the other four items involved motives for creating posts: two diversion (Mean, Male:Female = 2.95:3.33), and the other four items involved motives for creating posts: two in self-promotion and two in creativity. In all four items, male students expressed higher levels of agreement than female students.PDF Image | PageRank algorithm with MPC
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