While Instagram, the rising photo-sharing social networking service, has received increasing attention from scholars and practitioners, little is known about the social and psychological factors that lead consumers to become fanatics of this app. To provide a baseline understanding of Instagram users, the current study aims to uncover the structural dimensions of consumers' motives for using Instagram and to explore the relationships between identified motivations and key attitudinal and behavioral intention variables. A comprehensive survey was developed in which a total of 212 Instagram users evaluated their motivation, primary activities, use intention, and attitude regarding Instagram. The results suggest that Instagram users have five primary social and psychological motives: social interaction, archiving, self-expression, escapism, and peeking. The implications of this study's findings are discussed.