Insta-shopping: Examining use of Instagram for shopping online using Theory of Reasoned Action

Date
2017-01-01
Authors
Pookulangara, Sanjukta
Parr, Jacqueline
Tanoff, Lindsey
Nix, Kimberly
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The growth and popularity of social commerce has created opportunities for increased interactions between sellers and buyers over various social media platforms. Instagram has the highest rate of engagement and is also considered an important platform for marketing purposes. The current study utilized Theory of Reasoned Action and examined (1) consumer's purchase intention on Instagram; (2) the impact of interpersonal influence. Data was collected via an online survey at a university resulting in a sample size of 342. Data was analyzed using descriptive statistics, factor analysis and Structural Equation Modeling. The findings of this study indicate: (1) Instagram use is influenced by PU, not PEOU; (2) Normative beliefs impact interpersonal influence and subjective norms; (3) Attitude towards shopping from Instagram influences both purchase intention as well as interpersonal influence; (4) Interpersonal influence does not impact subjective norms; and (5) purchase intention is influence by interpersonal influence.

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