The features of social media changed the way human beings communicate. Recent
years, “Instagram Stories” a new feature of Instagram has born. It has successfully
entered the competitive market of social media. How could a time-limited feature
become a brand new way of communication? Through a literature review of recent
study, “Time-limited feature” is being defined as “Scarcity due to supply” in order
to analyze the effect of scarcity due to supply on perceived value, satisfaction and
loyalty of Instagram’s users. Meanwhile, the mediation effect of need for uniqueness
between scarcity due to supply and perceived value is also being analyzed. The result
shows that “Scarcity due to supply” of Instagram Stories will positively affect “Need
for uniqueness” and “Perceived value”. Moreover, “Perceived value” affects satisfaction
and loyalty positively, and satisfaction also affects loyalty positively. However, need
for uniqueness doesn’t act as a mediation role between “Scarcity due to supply” and
“Perceived value”.