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

dc.contributor.author Pookulangara, Sanjukta
dc.contributor.author Parr, Jacqueline
dc.contributor.author Tanoff, Lindsey
dc.contributor.author Nix, Kimberly
dc.date 2018-10-19T01:16:46.000
dc.date.accessioned 2020-06-30T05:40:06Z
dc.date.available 2020-06-30T05:40:06Z
dc.date.issued 2017-01-01
dc.description.abstract <p>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.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/77/
dc.identifier.articleid 2016
dc.identifier.contextkey 11601796
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/posters/77
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51743
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/77/MVP_Pookulangara_Instagram.pdf|||Sat Jan 15 01:52:44 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title Insta-shopping: Examining use of Instagram for shopping online using Theory of Reasoned Action
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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