Shopping via Instagram: The Influence of Perceptions of Value, Benefits and Risks on Purchase Intentions

Shopping via Instagram: The Influence of Perceptions of Value, Benefits and Risks on Purchase Intentions

Chayada Apiraksattayakul (Newcastle University Business School, Newcastle upon Tyne, UK), Savvas Papagiannidis (Newcastle University Business School, Newcastle upon Tyne, UK) and Eleftherios Alamanos (Newcastle University Business School, Newcastle upon Tyne, UK)
Copyright: © 2017 |Pages: 20
DOI: 10.4018/IJOM.2017100101
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Abstract

This study presents an empirical investigation as to the key determinants of purchase intention towards clothing on Instagram. A conceptual model has been created, based upon the relevant literature and research questions of this study, which has subsequently been evaluated through a quantitative methodology. A convenience sample of 200 Thai customers was selected in order to complete the questionnaire. The accumulated data was analysed via multiple regression in order to test the study's hypotheses. The results suggest that four aspects contribute positively towards customer purchase intentions (perceived social value, perceived price value, perceived quality value and perceived benefits) while, in contrast, risk perceptions have been found to adversely impact upon customer purchase intentions. Two other aspects, perceived emotional value and electronic word of mouth, have been found to have no significant influence upon purchase intentions.
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2. Literature Review

2.1. Social Commerce

Social commerce is an evolution of e-commerce and a new way of undertaking online business, available as a result of the dramatic growth of social media sites and their active users. Social commerce uses a Web 2.0 infrastructure and social media applications to support online interactions and user contributions for the acquisition of products and services (Liang & Turban, 2011; Liang & Turban, 2012). Yadav et al (2013) define social commerce as “…exchange-related activities that occur in, or are influenced by, an individual's social network in computer-mediated social environments, where the activities correspond to the need recognition, pre-purchase, purchase, and post-purchase stages of a focal exchange…” The unique features that differentiate social commerce from e-commerce are that the former makes it possible for consumers and sellers to generate content and for both to interact with each other at any time and from anywhere (Kim & Park, 2013). Web 2.0 applications enable the interactions of online users, with the information shared among users being able to help in the decision-making in relation to products and services (Hajli, 2014). Aside from assisting users in seeking and exchanging information, social media also facilitate the sharing of opinions and the purchasing of products and services online (Constantinides, 2014). This makes social commerce a powerful channel for online businesses while simultaneously supporting customer-centric contexts, such as customer services and understanding customer personae (Liang & Turban, 2012).

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