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Determining factors of the shopping experience: a view of Instagram users

Author

Listed:
  • Djalma Silva Guimaraes Junior
  • Ademir Macedo Nascimento
  • Fagner José Coutinho de Melo

Abstract

The purpose of this paper is to identify which factors determine the shopping experience of Instagram users using a questionnaire adapted from Nedra et al. (2019), to test the validity of the relationships proposed in the conceptual model through structural equation modelling. In this way, this research is classified as exploratory and quantitative. To make the modelling operational, 275 electronic questionnaires were applied to Instagram users. Among the main findings, it is highlighted that the variables: ease of purchase, availability of information and presence of advertisements are significant and positively influence the shopping experience on the social network. As practical implication, this study aims to assist managers in directing practical actions that can add to their interaction on the social network the factors that matter most to the consumer.

Suggested Citation

  • Djalma Silva Guimaraes Junior & Ademir Macedo Nascimento & Fagner José Coutinho de Melo, 2024. "Determining factors of the shopping experience: a view of Instagram users," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 34(4), pages 520-534.
    • Handle: RePEc:ids:ijbire:v:34:y:2024:i:4:p:520-534
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