Applying the Technology Acceptance Model to Explore the Influences of Social Media on Travel Planning Intentions – Taking Instagram Users as an Example

This study aims to utilize the technology acceptance model (TAM) to explore Instagram users and the correlations among external variables (personal factors, stimulating factors, and situational factors), technology perception (perceived usefulness and perceived ease of use), attitude towards use, behavioral intention to use, and perceived value. First, this study proposes its research hypotheses by reviewing the related literature. Then, after collecting questionnaire data, this study adopts structural equation modeling and relevant statistical methods to conduct hypothesis testing. The results show that the hypothesis that ''technology readiness (TR) has a positive and significant impact on perceived usefulness'' is not supported; however, the other hypotheses are supported. From the theoretical perspective, the results basically confirm the feasibility of the TAM. From the practical perspective, research and development (R&D) professionals should pay attention to enhancing visual appeal and ease of use when they develop social media applications in the near future. With the increasing popularity of mobile devices today, the research results can also be used as a reference for innovative technologies for smart travel applications.