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Determinants of customers' intentions to use hedonic networks: The case of Instagram

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  • Nedra, Bahri-Ammari
  • Hadhri, Walid
  • Mezrani, Mariem

Abstract

The emergence of the internet is a challenge for classical economic analysis, as it has a huge impact on people's habits and also on their living standards all over the world. In recent years, a particular attention has been paid to the study of the effect of Internet use and in particular, the impact of social networks on consumer behavior. The aim of this study is to develop a specific model that examines the impact of hedonic technology, such as Instagram, and integrates for the purpose some social factors. The key studied factors are eschewed by the Technology Acceptance Model (TAM). These are perceived pleasure and social identity. In addition, this paper tries to explore social CRM and provide theoretical and practical implications. This study tries also to validate the results of a first study by using a qualitative study. The results confirm the positive effect of perceived pleasure, social identity (cognitive, affective and evaluative) and perceived ease of use on intention to use Instagram. However, we found no empirical support for the significant and positive effect of perceived usefulness on the intention to use social networks. The results of the qualitative study could not validate the impact of perceived usefulness on the intention to use Instagram. The valuable insights gained from this study can be used to improve management practices and to help companies to develop more effective intervention programs to attract, encourage, motivate and influence their potential clients to participate in their social CRM programs.

Suggested Citation

  • Nedra, Bahri-Ammari & Hadhri, Walid & Mezrani, Mariem, 2019. "Determinants of customers' intentions to use hedonic networks: The case of Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 21-32.
    • Handle: RePEc:eee:joreco:v:46:y:2019:i:c:p:21-32
    DOI: 10.1016/j.jretconser.2018.09.001
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