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Instagram launched a new feature called Instagram Stories on August 2016 and Facebook launched Facebook Stories on February 2017 after Snapchat launched Snapchat Stories. These are all similar features on social network service.
Moreover, according to the statistics from Instagram on 2017, Over 150 million people now use Instagram Stories everyday all around the world. Instagram shows that there were businesses have been using stories for marketing. For instance, brands like Mulberry UK, they were impressed by the reach and engagement, received 5 times more clicks to site and engagement when compared to the average seen across other social channels. For Nike, generated 800, 000 views in 24 hours for an Instagram Stories. Therefore, “Stories” deserve to be an issue.
The Stories are considered as innovative technology in the study. It was diffused gradually by particular communication channels, and then it used by most people. Therefore, Diffusion of Innovations Theory is going to be discussed, and user innovativeness, convenience and playfulness are included as well based on the theory in the study. The purpose of the study is to discuss these factors whether affect user’s intention to adopt “stories”.
According to the results of study, relative advantage and observability both have positively significant impacts on intention to adopt “stories”, also, convenience and playfulness both have positively significant impacts on intention to adopt “stories”. However, in our study, the positive direct influence of user innovativeness over intention to adopt “stories” was not supported by data, therefore, the hypothesis cannot be confirmed, it may not a crucial factor which user considered. | en_US |