IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03628402.html
   My bibliography  Save this paper

Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry

Author

Listed:
  • Sook Fern Yeo

    (MMU - Multimedia University, DIU - Daffodil International University [Dhaka])

  • Cheng Ling Tan

    (USM - Universiti Sains Malaysia, DIU - Daffodil International University [Dhaka])

  • Ajay Kumar

    (EM - EMLyon Business School)

  • Kim Hua Tan

    (Nottingham University Business School [Nottingham])

  • Jee Kit Wong

    (MMU - Multimedia University)

Abstract

Over the last couple of decades, technological advancements have accelerated exponentially, especially in the realm of online social networking networks. The artificial intelligence (AI)-powered digital technologies applications continue to emerge to enhance and improve novel ways of communication on social media platforms, particularly Instagram. Indeed, this has caused a change in the behavioral and social customer journey, where customers need to embrace a digital experience adoption. The AI applications primarily aim to study the shoppers browsing trend to draw new clients and expand businesses. Even the fashion industry has tapped into Instagram's business benefits in this fast-paced and competitive industry. With this quick and compelling way to capture shoppers' attention towards fashion products, the purchase decision may differ between e-shoppers and conventional shoppers. AI seems to be extremely promising and has the potential to be a game changer for Instagram users, advertisers, and influencers. This study applies the Engel-Kollat-Blackwell (EKB) theory to investigate the effects of AI-based digital technology experiences on Instagrammers' fashion apparel purchase decisions - perceived eWOM, perceived emotional value, perceived quality, perceived risk and perceived price. Based on data collected from Instagram users, the framework of this study was evaluated using structural equation modelling (SEM). Semi-structured in-depth interviews were also conducted as part of the research to get a more in-depth understanding of the profiles and behaviors of Instagram users. Our findings from both methodologies confirm that perceived emotional value, perceived quality, and perceived eWOM revealed a statistically significant and positive influence on Instagrammers' purchase decisions for fashion apparel. Meanwhile, the importance performance matrix analysis (IPMA) identified perceived emotional value as the most important factor for Instagrammers, but the highest performance was perceived quality. This research has important implications for Malaysian online retailers and shoppers to adapt to the fast-changing digital transformation. Assuredly, this study makes a noteworthy contribution to attitudinal research on social media commerce within the fashion industry.

Suggested Citation

  • 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.
    • Handle: RePEc:hal:journl:hal-03628402
    DOI: 10.1016/j.techfore.2022.121551
    Note: View the original document on HAL open archive server: https://hal.science/hal-03628402v1
    as

    Download full text from publisher

    File URL: https://hal.science/hal-03628402v1/document
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.techfore.2022.121551?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Sengupta, Pooja & Biswas, Baidyanath & Kumar, Ajay & Shankar, Ravi & Gupta, Shivam, 2021. "Examining the predictors of successful Airbnb bookings with Hurdle models: Evidence from Europe, Australia, USA and Asia-Pacific cities," Journal of Business Research, Elsevier, vol. 137(C), pages 538-554.
    2. Nitin Mehta & Surendra Rajiv & Kannan Srinivasan, 2003. "Price Uncertainty and Consumer Search: A Structural Model of Consideration Set Formation," Marketing Science, INFORMS, vol. 22(1), pages 58-84, June.
    3. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    4. Saridakis, George & Benson, Vladlena & Ezingeard, Jean-Noel & Tennakoon, Hemamali, 2016. "Individual information security, user behaviour and cyber victimisation: An empirical study of social networking users," Technological Forecasting and Social Change, Elsevier, vol. 102(C), pages 320-330.
    5. Zhan, Yuanzhu & Han, Runyue & Tse, Mike & Ali, Mohd Helmi & Hu, Jiayao, 2021. "A social media analytic framework for improving operations and service management: A study of the retail pharmacy industry," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    6. Gupta, Shivam & Justy, Théo & Kamboj, Shampy & Kumar, Ajay & Kristoffersen, Eivind, 2021. "Big data and firm marketing performance: Findings from knowledge-based view," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    7. Sikandar Ali Qalati & Esthela Galvan Vela & Wenyuan Li & Sarfraz Ahmed Dakhan & Truong Thi Hong Thuy & Sajid Hussain Merani, 2021. "Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1869363-186, January.
    8. Young-Jin Lee & Kellie B. Keeling & Andrew Urbaczewski, 2019. "The Economic Value of Online User Reviews with Ad Spending on Movie Box-Office Sales," Information Systems Frontiers, Springer, vol. 21(4), pages 829-844, August.
    9. Casaló, Luis V. & Flavián, Carlos & Ibáñez-Sánchez, Sergio, 2020. "Influencers on Instagram: Antecedents and consequences of opinion leadership," Journal of Business Research, Elsevier, vol. 117(C), pages 510-519.
    10. Park, Hyejune & Kim, Youn-Kyung, 2014. "The role of social network websites in the consumer–brand relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 460-467.
    11. 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.
    12. Ajay Kumar & Ram D. Gopal & Ravi Shankar & Kim Hua Tan, 2022. "Fraudulent review detection model focusing on emotional expressions and explicit aspects : investigating the potential of feature engineering," Post-Print hal-03630420, HAL.
    13. Yeo, Sook Fern & Tan, Cheng Ling & Teo, Shen Long & Tan, Kim Hua, 2021. "The role of food apps servitization on repurchase intention: A study of FoodPanda," International Journal of Production Economics, Elsevier, vol. 234(C).
    14. Qian He & Hongjian Qu, 2018. "The Impact of Advertising Appeals on Purchase Intention in Social Media Environment¡ª¡ªAnalysis of Intermediary Effect Based on Brand Attitude," Journal of Business Administration Research, Journal of Business Administration Research, Sciedu Press, vol. 7(2), pages 17-28, October.
    15. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    16. Chi, Ting & Kilduff, Peter P.D., 2011. "Understanding consumer perceived value of casual sportswear: An empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 422-429.
    17. Zhan, Yuanzhu & Chung, Leanne & Lim, Ming K. & Ye, Fei & Kumar, Ajay & Tan, Kim Hua, 2021. "The impact of sustainability on supplier selection: A behavioural study," International Journal of Production Economics, Elsevier, vol. 236(C).
    18. Elvira Ismagilova & Yogesh K. Dwivedi & Emma Slade & Michael D. Williams, 2017. "Electronic Word of Mouth (eWOM) in the Marketing Context," SpringerBriefs in Business, Springer, number 978-3-319-52459-7, January.
    19. Xiaolin Lin & Mauricio Featherman & Stoney L. Brooks & Nick Hajli, 2019. "Exploring Gender Differences in Online Consumer Purchase Decision Making: An Online Product Presentation Perspective," Information Systems Frontiers, Springer, vol. 21(5), pages 1187-1201, October.
    20. Sriram K V & Namitha KP & Giridhar B Kamath, 2021. "Social media advertisements and their influence on consumer purchase intention," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 2000697-200, January.
    21. Eachempati, Prajwal & Srivastava, Praveen Ranjan & Kumar, Ajay & Muñoz de Prat, Javier & Delen, Dursun, 2022. "Can customer sentiment impact firm value? An integrated text mining approach," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nofrizal, & Juju, Undang & Sucherly, & N, Arizal & Waldelmi, Idel & Aznuriyandi,, 2023. "Changes and determinants of consumer shopping behavior in E-commerce and social media product Muslimah," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. El Bhilat, El Mehdi & El Jaouhari, Asmae & Hamidi, L. Saadia, 2024. "Assessing the influence of artificial intelligence on agri-food supply chain performance: the mediating effect of distribution network efficiency," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    3. Yogesh K. Dwivedi & A. Sharma & Nripendra P. Rana & M. Giannakis & P. Goel & Vincent Dutot, 2023. "Evolution of Artificial Intelligence Research in Technological Forecasting and Social Change: Research Topics, Trends, and Future Directions," Post-Print hal-04292607, HAL.
    4. Bigne, Enrique & Ruiz, Carla & Curras-Perez, Rafael, 2024. "How consumers process online review types in familiar versus unfamiliar destinations. A self-reported and neuroscientific study," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    5. Zhou, Zhongsheng & Li, Zhuo & Du, Shanzhong & Cao, June, 2024. "Robot adoption and enterprise R&D manipulation: Evidence from China," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    6. Goh, Choon Fu & Long, Chiau Ming & Humaira Fedelis, Nur Aisyah & Hamdan, Halimaton & Chuah, Soo Cheng & Yeo, Sook Fern & Tan, Cheng Ling & Wong, Tin Wui, 2023. "Critical insights of nano-based pharmaceutical, cosmeceutical and nutraceutical products: Empirical evidence from the consumption values perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    7. Akbari, Morteza & Foroudi, Pantea & Zaman Fashami, Rahime & Mahavarpour, Nasrin & Khodayari, Maryam, 2022. "Let us talk about something: The evolution of e-WOM from the past to the future," Journal of Business Research, Elsevier, vol. 149(C), pages 663-689.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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).
    2. Han, Shuihua & Jia, Xinyun & Chen, Xinming & Gupta, Shivam & Kumar, Ajay & Lin, Zhibin, 2022. "Search well and be wise: A machine learning approach to search for a profitable location," Journal of Business Research, Elsevier, vol. 144(C), pages 416-427.
    3. Jing Ma & Xiaoyu Guo & Xufeng Zhao, 2024. "Identifying purchase intention through deep learning: analyzing the Q &D text of an E-Commerce platform," Annals of Operations Research, Springer, vol. 339(1), pages 329-348, August.
    4. Wu, Daoyou & Guo, Kun & He, Qiuyan & Zhang, Ju, 2023. "The impact of live streamers' improvisational responses to unexpected events on their entrepreneurial performance," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    5. Eachempati, Prajwal & Srivastava, Praveen Ranjan & Kumar, Ajay & Muñoz de Prat, Javier & Delen, Dursun, 2022. "Can customer sentiment impact firm value? An integrated text mining approach," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    6. Pei-Hsin Lin & Wun-Hwa Chen, 2022. "Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    7. Tatik Suryani & Abu Amar Fauzi & Margaret L. Sheng & Mochamad Nurhadi, 2024. "Developing and testing a measurement scale for SMEs’ website quality (SMEs-WebQ): Evidence from Indonesia," Electronic Commerce Research, Springer, vol. 24(3), pages 1763-1794, September.
    8. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    9. Huang, Lijuan & Mou, Jian & See-To, Eric W.K. & Kim, Jongki, 2019. "Consumer perceived value preferences for mobile marketing in China: A mixed method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 70-86.
    10. Fa Wang & Ke Wang & Yuan Han & Joung Hyung Cho, 2024. "Influences of design-driven FMCG on consumers’ purchase intentions: A test of S-O-R model," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    11. Chatterjee, Sheshadri & Chaudhuri, Ranjan & González, Vanessa Izquierdo & Kumar, Ajay & Singh, Sanjay Kumar, 2022. "Resource integration and dynamic capability of frontline employee during COVID-19 pandemic: From value creation and engineering management perspectives," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    12. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    13. Pengji Wang & Adrian T. H. Kuah & Qinye Lu & Caroline Wong & K. Thirumaran & Emmanuel Adegbite & Wesley Kendall, 2021. "The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 325-346, May.
    14. Terason Sid, 2021. "Predicting Sports Facility Revisit Intentions Based on Experience and Mediating Effects of Perceived Value," Polish Journal of Sport and Tourism, Sciendo, vol. 28(3), pages 35-41, September.
    15. Debora Bettiga & Lucio Lamberti & Emanuele Lettieri, 2020. "Individuals’ adoption of smart technologies for preventive health care: a structural equation modeling approach," Health Care Management Science, Springer, vol. 23(2), pages 203-214, June.
    16. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    17. Neringa Ivanauskiene & Vilte Auruškeviciene & Vida Skudiene & Sarunas Nedzinskas, 2012. "Customer perceptions of value: case of retail banking," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 3(1).
    18. Liang Guo & Xiangyi Meng, 2015. "Digital Content Provision and Optimal Copyright Protection," Management Science, INFORMS, vol. 61(5), pages 1183-1196, May.
    19. Chen, Yanhong & Liu, Luning & Zheng, Dequan & Li, Bin, 2023. "Estimating travellers’ value when purchasing auxiliary services in the airline industry based on the RFM model," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    20. Chadwick J. Miller & Daniel C. Brannon & Jim Salas & Martha Troncoza, 2021. "Advertising, incentives, and the upsell: how advertising differentially moderates customer- vs. retailer-directed price incentives’ impact on consumers’ preferences for premium products," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1043-1064, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03628402. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.