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Shopping via Instagram: The Influence of Perceptions of Value, Benefits and Risks on Purchase Intentions

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  • Chayada Apiraksattayakul

    (Newcastle University Business School, Newcastle upon Tyne, UK)

  • Savvas Papagiannidis

    (Newcastle University Business School, Newcastle upon Tyne, UK)

  • Eleftherios Alamanos

    (Newcastle University Business School, Newcastle upon Tyne, UK)

Abstract

This study presents an empirical investigation as to the key determinants of purchase intention towards clothing on Instagram. A conceptual model has been created, based upon the relevant literature and research questions of this study, which has subsequently been evaluated through a quantitative methodology. A convenience sample of 200 Thai customers was selected in order to complete the questionnaire. The accumulated data was analysed via multiple regression in order to test the study's hypotheses. The results suggest that four aspects contribute positively towards customer purchase intentions (perceived social value, perceived price value, perceived quality value and perceived benefits) while, in contrast, risk perceptions have been found to adversely impact upon customer purchase intentions. Two other aspects, perceived emotional value and electronic word of mouth, have been found to have no significant influence upon purchase intentions.

Suggested Citation

  • Chayada Apiraksattayakul & Savvas Papagiannidis & Eleftherios Alamanos, 2017. "Shopping via Instagram: The Influence of Perceptions of Value, Benefits and Risks on Purchase Intentions," International Journal of Online Marketing (IJOM), IGI Global, vol. 7(4), pages 1-20, October.
    • Handle: RePEc:igg:jom000:v:7:y:2017:i:4:p:1-20
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2017100101
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    Cited by:

    1. Sook Fern Yeo & Cheng Ling Tan & Ajay Kumar & Kim Hua Tan & Jee Kit Wong, 2022. "Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry," Post-Print hal-03628402, HAL.
    2. Yeo, Sook Fern & Tan, Cheng Ling & Kumar, Ajay & Tan, Kim Hua & Wong, Jee Kit, 2022. "Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry," Technological Forecasting and Social Change, Elsevier, vol. 177(C).

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