Drivers of purchase intention in Instagram Commerce

  1. Doaa Herzallah 1
  2. Francisco Muñoz-Leiva 2
  3. Francisco Liebana-Cabanillas 2
  1. 1 University of Derby, Derby, UK
  2. 2 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2022

Volumen: 26

Número: 2

Tipo: Artículo

DOI: 10.1108/SJME-03-2022-0043 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Objetivo Los objetivos de la presente investigación son (i) analizar los factores que impulsan las compras a través de Instagram y contribuyen al crecimiento del comercio en Instagram y (ii) examinar el papel moderador del género, la edad y la experiencia en el uso de Instagram sobre la relación propuesta a partir de seis variables derivadas de la Teoría del Compromiso-Confianza, el modelo TAM y la Teoría de la Toma de Decisiones del Consumidor. Diseño/metodología/enfoque Los encuestados completaron una encuesta después de ver un vídeo sobre Instagram Commerce. Se recogieron un total de 404 respuestas válidas. El modelo de investigación se analizó mediante un modelo de ecuaciones estructurales de mínimos cuadrados parciales. Resultados El presente estudio hace numerosas contribuciones al Instagram Commerce y tiene importantes implicaciones para los profesionales del campo del comercio social. Entre otros resultados, encontramos que la confianza, la actitud, la utilidad percibida y la evaluación alternativa afectan significativamente a las intenciones de compra de los consumidores. Sin embargo, este estudio no encontró ninguna relación entre la confianza o la facilidad de uso y la intención de compra. Por último, se demuestra el papel moderador del género, la edad y la experiencia en algunas de estas relaciones. Originalidad Esta investigación se centra en un análisis del comportamiento de compra de los consumidores en Instagram Commerce, adoptando un enfoque muy innovador. La originalidad particular del trabajo radica en la propuesta de un modelo de adopción del comercio social a través de Instagram, basado en un marco crítico. El estudio también proporciona un análisis original del efecto moderador de las variables de clasificación: género, edad y experiencia en el uso de Instagram.

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