二零一二年四月, Facebook宣佈他們已經用約十億美元買下 Instagram-由史丹佛大學 的兩位學生 Mike Krieger and Kevin Systrom 開發出可線上分享照片並具社交網路功能的應 用程式。Instagram創立不到20個月，程式設計師也僅有12位，卻能夠獲得如此龐大的收購金額。然而Instagram被認為是社交網路的先鋒者，人們之前都是透過文字或訊息分享他們的感受，而現在已開始用照片做為分享。擁有將近九千萬的使用者，此研究目標為瞭解什麼樣的優點讓這些使用者願意適應 Instagram. Venkatesh 發展出的UTAUT工具將被用來分 析使用者的觀點。
經過一連串的分析之後，從UTAUT產生的結論有四個關鍵因素，績效期望、努力期望、便利條件被認為對行為意象具有顯著的影響力並且會影響使用行為。然而，社交影響卻沒有較明顯的影響力。本研究最後將針點使用者的建議裡，提出幾點做為改善方向，或許能使Instagram的表現更為優異。

On April 2012, there was an announcement from Facebook that they had offered approximately 1 billion US$ for the acquisition of Instagram, an online based photo sharing application, with the ability of social networking sites developed by the duo Stanford University students, Mike Krieger and Kevin Systrom. Instagram itself was a company less than 20 months old at that moment with just dozen of programmers. It was a huge acquisition for a company with those characteristic. However Instagram was believed as the pioneer in the shifting of Social Network, in which before peope are used to share their feeling through text or message, but nowadays they are already starting to share it using picture. With active users around 90 million people, this research is aiming to understand what strengths make those people willing to adapt Instagram. UTAUT tool developed by Venkatesh (2003) will be used to analyze from the users perspective.
After a series of analyses, it comes to conclusions that from UTAUT’s four key determinants, Performance Expectancy, Effort Expectancy and Facilitating Conditions are found to have a significant impact to the Behavioral Intention and later will affect Use Behavior. However, Social Influence yields an insignificant effect to the Behavioral Intention. In the last part of this research, there several suggestions that might improve Instagram’s performance based on users’ recommendation will also be presented.

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