Consumer purchase decision in instagram stores: The role of consumer trust

Jasmine W.S. Che; Christy M.K. Cheung; Dimple R. Thadani

Consumer purchase decision in instagram stores: The role of consumer trust

Jasmine W.S. Che, Christy M.K. Cheung, Dimple R. Thadani

Department of Management, Marketing and Information Systems

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

33 Citations (Scopus)

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.

Original language	English
Title of host publication	Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017
Editors	Tung X. Bui, Ralph Sprague
Publisher	University of Hawaii at Manoa
Pages	24-33
Number of pages	10
ISBN (Electronic)	9780998133102
ISBN (Print)	9780998133102
Publication status	Published - 4 Jan 2017
Event	2017 50th Hawaii International Conference on System Sciences (HICSS-50) - Big Island, United States Duration: 3 Jan 2017 → 7 Jan 2017 https://hdl.handle.net/10125/39611 https://scholarspace.manoa.hawaii.edu/communities/cef383f3-375a-46e7-ad94-f30e6da0565e

Publication series

Name	Proceedings of the Annual Hawaii International Conference on System Sciences
Volume	2017-January
ISSN (Print)	1530-1605

Conference

Conference	2017 50th Hawaii International Conference on System Sciences (HICSS-50)
Country/Territory	United States
City	Big Island
Period	3/01/17 → 7/01/17
Internet address	https://hdl.handle.net/10125/39611 https://scholarspace.manoa.hawaii.edu/communities/cef383f3-375a-46e7-ad94-f30e6da0565e

User-Defined Keywords

Consumer trust
Instagram
Key Opinion Leader (KOL) endorsement
purchase intention
social commerce
trustworthiness

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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Cite this

Che, J. W. S., Cheung, C. M. K., & Thadani, D. R. (2017). Consumer purchase decision in instagram stores: The role of consumer trust. In T. X. Bui, & R. Sprague (Eds.), Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017 (pp. 24-33). (Proceedings of the Annual Hawaii International Conference on System Sciences; Vol. 2017-January). University of Hawaii at Manoa. http://hdl.handle.net/10125/41154

Che, Jasmine W.S. ; Cheung, Christy M.K. ; Thadani, Dimple R. / Consumer purchase decision in instagram stores : The role of consumer trust. Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017. editor / Tung X. Bui ; Ralph Sprague. University of Hawaii at Manoa, 2017. pp. 24-33 (Proceedings of the Annual Hawaii International Conference on System Sciences).

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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.",

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booktitle = "Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017",

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Che, JWS, Cheung, CMK & Thadani, DR 2017, Consumer purchase decision in instagram stores: The role of consumer trust. in TX Bui & R Sprague (eds), Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017. Proceedings of the Annual Hawaii International Conference on System Sciences, vol. 2017-January, University of Hawaii at Manoa, pp. 24-33, 2017 50th Hawaii International Conference on System Sciences (HICSS-50), Big Island, United States, 3/01/17. <http://hdl.handle.net/10125/41154>

Consumer purchase decision in instagram stores: The role of consumer trust. / Che, Jasmine W.S.; Cheung, Christy M.K.; Thadani, Dimple R.
Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017. ed. / Tung X. Bui; Ralph Sprague. University of Hawaii at Manoa, 2017. p. 24-33 (Proceedings of the Annual Hawaii International Conference on System Sciences; Vol. 2017-January).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

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AU - Thadani, Dimple R.

PY - 2017/1/4

Y1 - 2017/1/4

N2 - 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.

AB - 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.

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T3 - Proceedings of the Annual Hawaii International Conference on System Sciences

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Y2 - 3 January 2017 through 7 January 2017

ER -

Consumer purchase decision in instagram stores: The role of consumer trust

Abstract

Publication series

Conference

User-Defined Keywords

UN SDGs

Access to Document

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