Consumption Behavior Pattern of Female Users of Social M edia Instagram in Tehran

The emergence of social networks has led to a change in the paradigm of social communication in all aspects of human life. This study, while describing the influential space of these networks on women's economic life, seeks to examine the economic value of Instagram as an example of non-market goods within the framework of microeconomic concepts. Accordingly, the purpose of this study is to estimate the Willingness to accept (WTA) female users in Tehran to avoid using Instagram for one month using One-and-one-half-bounded dichotomous choice (OOHB) method. Accordingly, the purpose of this study is to estimate the Willingness to accept (WTA) female users to avoid using Instagram for one month using OOHB method. This study is classified in terms of fundamental purpose and terms the descriptive survey research method. The total volume of the sample was determined by the Michelle and Carson 384 formula and the 7 -price range of the proposed questionnaire was specified by Cooper. The results of this study showed that the minimum Willingness to accept users to not use Instagram for a month was 415474 Tomans'; Approximately the monthly welfare surplus equivalent will be 989 billion tomans. The study's results indicated that education variables, income, time of using Instagram, and budget to access the Internet had a positive and significant effect on women. The results also showed that the age variables and the head of the household had a negative and significant effect on the desire to receive female users.