The Antecedents of Instagram Store Purchase Intention: Exploring the Role of Trust in Social Commerce

Asma, Afsha Afreen
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引用次数: 2

Abstract

Social media platforms are now serving the dual purpose of social interaction as well as commercial transactions. It is an extension of e-commerce on social media, leveraging social support for shopping purposes. This study has taken selected community-related factors and vendors-related factors to investigate their impact on purchase intention from Instagram store. Acknowledging that social commerce possesses a different environment than that of e-commerce, we have also tested the mediating role of trust in determining consumer purchase intention from an Instagram store. The present study used the Stimulus–Organism–Response model along with trust transference theory and psychological reactance theory to propose a theoretical framework to understand purchase intention with regard to the Instagram store. This study has tested the impact of physical shopping constraint on purchase intention which had previously not been tested empirically with regard to social commerce. Taking empirical data from 304 Instagram users, the study revealed community factors to have a more significant impact than vendors attributes. The findings of the study advance our understanding of how purchase intention is formed on Instagram store and highlight the importance of trust in this mechanism.
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Instagram商店购买意愿的前因:探讨信任在社交商务中的作用
社交媒体平台现在服务于社交互动和商业交易的双重目的。它是电子商务在社交媒体上的延伸,利用社交支持来购物。本研究选取了与社区相关的因素和与供应商相关的因素来研究它们对Instagram商店购买意愿的影响。由于社交电商的环境与电子商务不同,我们也测试了信任在决定消费者从Instagram商店购买意愿方面的中介作用。本研究运用刺激-有机体-反应模型,结合信任迁移理论和心理抗拒理论,提出了一个理解Instagram商店购买意愿的理论框架。本研究测试了实体购物约束对购买意愿的影响,而这一影响此前并未在社交商务中得到实证检验。从304名Instagram用户的经验数据中,该研究发现社区因素比供应商属性具有更显著的影响。本研究的发现促进了我们对Instagram商店购买意愿形成机制的理解,并突出了信任在这一机制中的重要性。
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来源期刊
CiteScore
4.60
自引率
0.00%
发文量
121
期刊介绍: Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.
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