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

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review

30 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 languageEnglish
Title of host publicationProceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017
EditorsTung X. Bui, Ralph Sprague
PublisherUniversity of Hawaii at Manoa
Pages24-33
Number of pages10
ISBN (Print)9780998133102
Publication statusPublished - 4 Jan 2017
Event2017 50th Hawaii International Conference on System Sciences (HICSS-50) - Big Island, United States
Duration: 3 Jan 20177 Jan 2017
https://hdl.handle.net/10125/39611
https://scholarspace.manoa.hawaii.edu/communities/cef383f3-375a-46e7-ad94-f30e6da0565e

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2017-January
ISSN (Print)1530-1605

Conference

Conference2017 50th Hawaii International Conference on System Sciences (HICSS-50)
Country/TerritoryUnited States
CityBig Island
Period3/01/177/01/17
Internet address

User-Defined Keywords

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

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