{"title":"The Antecedents of Instagram Store Purchase Intention: Exploring the Role of Trust in Social Commerce","authors":"Asma, Afsha Afreen","doi":"10.1177/09722629221133887","DOIUrl":null,"url":null,"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.","PeriodicalId":44860,"journal":{"name":"Vision-The Journal of Business Perspective","volume":"12 1","pages":""},"PeriodicalIF":3.0000,"publicationDate":"2022-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Vision-The Journal of Business Perspective","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09722629221133887","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.