The purpose of this study is to investigate the factors thatinfluence the intention of continuous use of SNS, focusing on theTheory of Planned Behavior and SNS Literacy. We analyzed thecharacteristics of the Instagram and examined the effect of thesecharacteristics on using attitude. And then in order to find outwhat the constituents of SNS Literacy are, it is suggested as abasis of previous studies and the measurement items are alsoderived. After that, we examined how do the SNS Literacy andthe main factor of the Theory of Planned Behavior- attitude,subjective norms, perceived behavior control, effect on theintention of continuous use of SNS.The results of the study are as follows:First, the characteristics of the Instagram were derived fromself - presentation, playful, informational, and interaction. All ofthese four characteristics showed a positive effect on usingattitude.Second, based on the factor analysis, we derive the threefactors that 'technical and content understanding ability','personal creative ability' and 'privacy protection ability' of theSNS Literacy. And as a result of this study, the SNS Literacy'sconcept is composed of the ability to access Instagram and itsutilization technology, the ability of understanding informationand information production in the exchange of informationbetween users ability to spread processing, the ability of users toprotect against privacy exposure.Third, based on the Theory of Planned Behavior and the SNSLiteracy, we examined the factors that influence the intent to usean Instagram. The results of this study showed that attitude andsubjective norms, which are the main variables of the Theory ofPlanned Behavior, have a statistically significant effect on theintention of continuous use. But the perceived behavioral controlhas a negative effect on the intention of continuous use. And theSNS literacy was found to have a statistically significant effect onthe intention of continuous use. In other words, the higher of'technical and content understanding ability', 'personal creativeability', and 'privacy protection ability' of the Instagram, thehigher the intention of continuous use of Instagram.