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

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

    Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

    25 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
    PublisherIEEE Computer Society
    Pages24-33
    Number of pages10
    ISBN (Electronic)9780998133102
    Publication statusPublished - 2017
    Event50th Annual Hawaii International Conference on System Sciences, HICSS 2017 - Big Island, United States
    Duration: 3 Jan 20177 Jan 2017

    Publication series

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

    Conference

    Conference50th Annual Hawaii International Conference on System Sciences, HICSS 2017
    Country/TerritoryUnited States
    CityBig Island
    Period3/01/177/01/17

    ASJC Scopus subject areas

    • Engineering (all)

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