A study of the effects of Usage motivation and interactivity on satisfaction with Instagram webtoons

In recent times, there has been a notable surge in interest surrounding social networking service (SNS) webtoons, with Instagram webtoons emerging as a particularly popular phenomenon. The popularity of Instagram webtoons can be attributed to three key factors: ease of accessibility, a concise format, and storylines that resonate with users on an everyday level. This study aims to identify the motivations of Instagram webtoon users and to empirically analyze the impact of these motivations and the interactivity factor, as a characteristic of social networking service (SNS) webtoons, on their satisfaction with Instagram webtoons. To this end, a survey was conducted among 216 individuals between the ages of 10 and 30 who have experience using Instagram webtoons. The findings revealed that there are multiple dimensions of motivation (information and trend seeking, convenience, social connection, emotional relaxation, content loyalty, and efficiency) underlying the use of Instagram webtoons. Additionally, the results indicated that interactivity factors have a notable impact on user satisfaction. This study aims to provide theoretical and practical implications by empirically examining the factors that influence satisfaction with Instagram webtoons. The findings can be utilized as a basis for the continued growth of Instagram webtoons and the improvement of the user experience.