影响印尼消费者在Instagram上购买意愿的因素研究

2021 4th International Seminar on Research of Information Technology and Intelligent Systems (ISRITI) Pub Date : 2021-12-16 DOI:10.1109/ISRITI54043.2021.9702836

O. Supriadi, Bryna Meivitawanli, Hayati Binti Monong

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引用次数: 0

摘要

本研究的目的是对印度尼西亚消费者在Instagram上的购买意愿的影响因素进行假设检验，并提供实证证据。基于对大雅加达237名千禧一代受访者的调查，我们研究了名人代言、消费者对品牌的态度和Instagram故事广告与购买意愿的关系。研究发现，有几个因素对购买意愿有显著的正向影响。这些因素分别是名人吸引力、消费者对品牌的态度、Instagram广告的可信度和互动性。本研究有助于研究Instagram的购买意愿，并为社交媒体营销人员提供见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Study on Factors Affecting Purchase Intention of Indonesian Consumers on Instagram

The purpose of this study is to test the hypotheses and provide empirical evidence on factors affecting the purchase intention of Indonesian consumers on Instagram. Based on the survey of 237 millennial respondents in Greater Jakarta, we examine how Celebrity Endorsement, Customers' Attitude towards Brand, and Instagram Stories Ads relate to Purchase Intention. The findings show that several factors have significant and positive effect on purchase intention. These factors are celebrity attractiveness, customers' attitude towards brand, credibility and interactiveness of Instagram advertising. This research contributes to the study of purchase intention on Instagram and provides insights for social media marketers.

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2021 4th International Seminar on Research of Information Technology and Intelligent Systems (ISRITI)

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