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Future Internet 2018, 10, 77 7 of 12 in self-promotion and two in creativity. In all four items, male students expressed higher levels of agreement than female students. Table 1. Influence of professional training background on motive for Instagram use. Motives 1. To follow my friends 2. To see updates of my friends 3. To Interact with others (comment & like) 4. To see the updates of those I follow 7. To appreciate different lifestyles and photography works 8. To seek creative inspiration 9. To look at current fashion brand trends 10. To look at current fashion wear and outfits 25. To Show off my pets Training Design Engineering Design Engineering Design Engineering Design Engineering Design Engineering Design Engineering Design Engineering Design Engineering Design Engineering N M SD 172 3.59 1.228 135 3.97 1.000 172 3.74 1.188 135 4.13 0.904 172 3.01 1.228 135 3.44 1.048 172 3.87 1.180 135 3.59 1.082 172 4.27 0.897 135 3.89 1.056 172 4.02 1.017 135 3.25 1.183 172 3.63 1.144 135 3.17 1.249 172 3.59 1.154 135 3.26 1.287 172 1.99 1.264 135 2.36 1.308 p 0.003 ** 0.001 ** 0.001 ** 0.032 * 0.001 ** 0.000 *** 0.001 ** 0.019 * 0.013 * p 0.032 * 0.011 * 0.014 * 0.001 * 0.002 * 0.000 *** * p < 0.05, ** p < 0.01, *** p < 0.001. Table 2. Influence of gender on motives for Instagram use (male vs. female). Motives 8. To seek creative inspiration Male traffic) Female Gender Male Female N M SD 133 3.52 1.172 174 3.80 1.131 133 2.95 1.328 174 3.33 1.255 133 2.47 1.259 174 2.14 1.050 133 2.88 1.332 174 2.39 1.116 133 3.11 1.298 174 2.68 1.148 133 3.15 1.379 174 2.59 1.207 15. To escape awkward situations (pretending to be busy or in 22. To become popular (gain followers) 24. To self-promote myself 26. To create art 27. To show off my photography skills Male Female Male Female Male Female Male Female * p < 0.05, *** p < 0.001. Internet or social media addiction cannot be solely defined by the amount of time spent on the internet or social media [9]. However, recent surveys indicated that the average individual spends 3 h using his or her smartphone, most of which is spent on social media apps [11]. We surveyed 307 university students who had used the Instagram smartphone app continually for more than a year regarding how long they use Instagram every day, and 129 students responded with 1 h or more (including 1~3 h and over 3 h). Based on the above information, we defined heavy users of Instagram as those who used Instagram for more than 1 h per day in this survey. This mediation factor presented significant differences in 18 question items, which means that the amount of time spent on Instagram is correlated to motives for Instagram use. Among the 18 question items, 11 concerned motives for looking at posts, and 7 involved motives for creating posts: 3 items in social interaction, 5 items in documentation, 5 items in diversion, 2 items in self-promotion, and 3 items in creativity. All of the items regarding documentation and diversion presented results that varied significantly with Instagram heavy users and light users (Table 3).PDF Image | PageRank algorithm with MPC
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