The Impact of Personal Lifestyle and Personal Innovativeness on Insta Shopping Purchase Intention

Social commerce (s-commerce) is an evolving concept that has become an inspirational area of research due to the continued development and breakthroughs of social interactions and social media platforms. This study examines the moderating effect of perceived risks and overall trust on the intention to buy. Moreover, it tests the impact of consumers’ lifestyles and personal innovativeness on perceived risks and trust. We surveyed 267 active social commerce users and analyzed the responses using SmartPLS3.0 by applying structural equation modeling. The results show a significant impact of consumers’ lifestyles, personal innovativeness, and trust on behavioral intention. However, consumers’ perceived risks do not influence users’ decisions to use Insta shopping.