Drivers of purchase intention in Instagram Commerce

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2022-05-30 DOI:10.1108/sjme-03-2022-0043

Doaa Herzallah, Francisco Muñoz-Leiva, F. Liébana-Cabanillas

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引用次数: 13

Abstract

Purpose This study aims to analyze the factors that drive purchases via Instagram and contribute to the growth of Instagram Commerce and examine the moderating role of gender, age and experience in Instagram use in the proposed relationship between six variables derived from commitment–trust theory, the technology acceptance model and consumer decision-making theory. Design/methodology/approach A survey was completed by respondents after watching a video about Instagram Commerce. A total of 404 valid responses were collected. The research model was analyzed using partial least squares structural equation modeling. Findings This study makes numerous contributions to Instagram Commerce and holds significant implications for professionals in the social commerce field. Among other results, we found that trust, attitude, perceived usefulness and alternative evaluation significantly affected consumers’ purchase intentions. However, this study found no relationship between trust or ease of use and purchase intention. Finally, it demonstrates the moderating role of gender, age and experience on some of these relationships. Originality/value This research centers on an analysis of consumer purchase behavior on Instagram Commerce, taking a highly innovative approach. The particular originality of this study lies in the proposed model of adoption of social commerce via Instagram, based on a critical framework. This study also provides an original analysis of the moderating effect of the classification variables: gender, age and experience in Instagram use.

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Instagram Commerce中购买意愿的驱动因素

本研究旨在分析通过Instagram推动购买并促进Instagram Commerce增长的因素，并在承诺信任理论、技术接受模型和消费者决策理论提出的六个变量之间的关系中，检验性别、年龄和经验对Instagram使用的调节作用。设计/方法/方法受访者在观看有关Instagram Commerce的视频后完成了一项调查。总共收集了404个有效回复。采用偏最小二乘结构方程模型对研究模型进行了分析。本研究对Instagram Commerce做出了许多贡献，对社交商务领域的专业人士具有重要意义。在其他结果中，我们发现信任、态度、感知有用性和替代评价显著影响消费者的购买意愿。然而，本研究没有发现信任或易用性与购买意愿之间的关系。最后，它证明了性别、年龄和经验在其中一些关系中的调节作用。独创性/价值本研究以分析消费者在Instagram Commerce上的购买行为为中心，采用了极具创新性的方法。这项研究的独特之处在于，基于一个关键框架，提出了通过Instagram采用社交商务的模型。本研究还对分类变量:性别、年龄和Instagram使用经验的调节作用进行了原创性分析。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.