IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v7y2017i4p1-20.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2017100101
    Download Restriction: no
    ---><---

    Citations

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


    Cited by:

    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).

    More about this item

    Statistics

    Access and download statistics

    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:igg:jom000:v:7:y:2017:i:4:p:1-20. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    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.