Abstract
Instagram is a social media which provides services that enable users to share photos or videos via its features called Instastory. Indonesia as the largest Instagram user in Asia Pacific region is worth studying. There are several factors affecting Instagram users to share their photos or videos, such as they are enjoying to represent themselves in an online world so that the can get connected virtually or even build new relationship. Apart from the benefits, there is hidden risk that may occur such as the misused of the personal information they have shared that may lead to privacy violation. The main objective of this study is to analyze the factors that affect Instagram users in sharing their videos or photos via Instastory by using ten latent variables and one second-order variable. The data are collected from 300 respondents who are active users of Instagram. Data from respondents are analyzed using Structural Equation Modelling (SEM) model. The results of this study shows that the factors that affect self-disclosure on Instagram via Instastory are self-presentation, enjoyment, perceived collectivism, new relationship building, Internet Users Information Privacy Concerns (IUIPC) and perceived risk.
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