Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/41154

Consumer Purchase Decision in Instagram Stores:The Role of Consumer Trust

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Title: Consumer Purchase Decision in Instagram Stores:The Role of Consumer Trust
Authors: Che, Jasmine W.S.
Cheung, Christy M.K.
Thadani, Dimple R.
Keywords: Consumer trust
Instagram
Key Opinion Leader (KOL) endorsement
purchase intention
social commerce
show 1 moretrustworthiness
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Issue Date: 04 Jan 2017
Abstract: Instagram, a prominent social networking site, has become a popular online shopping platform among young people. In this study, we have attempted to understand what drives people to purchase in virtual stores on Instagram. Specifically, we built upon the integrative framework of trust and identified three groups of factors explaining consumer trust in Instagram stores: trustworthiness of Instagram stores (i.e., perceived benevolence, perceived integrity, and perceived competence), propensity to trust, and external environment (i.e., Key Opinion Leader (KOL) endorsement and peer customer endorsement). These factors are expected to influence consumer trust in Instagram stores, and trust in turn determines consumer intention to purchase. The model was empirically tested with 157 Instagram users. Perceived benevolence, perceived integrity, and KOL endorsement were found to be significant factors affecting consumer trust in Instagram stores, and trust was found to have a strong relationship with consumer purchase intention. The results of this study are expected to advance the trust literature in the context of social commerce and to offer practical guidelines to Instagram storeowners.
Pages/Duration: 10 pages
URI/DOI: http://hdl.handle.net/10125/41154
ISBN: 978-0-9981331-0-2
DOI: 10.24251/HICSS.2017.004
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections:Access (or Sharing) Economy Minitrack



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