Investigating shopper motivations for purchasing on Instagram

Chrimes, Courtney ORCID: https://orcid.org/0000-0002-4710-9885 and Boardman, Rosy (2023) Investigating shopper motivations for purchasing on Instagram. International Journal of Technology Transfer and Commercialisation, 20 (1). pp. 6-31. ISSN 1470-6075

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Abstract

This article investigates shopper motivations and subsequent electronic word-of-mouth (eWoM) intentions when purchasing fashion garments via Instagram. A quantitative survey was distributed via social media channels and collected 205 valid respondents from females aged 18–43. Numerous preliminary analyses were conducted before undertaking structural equation modelling (SEM) to test the hypothesised model. The study found that both hedonic (i.e., latest trends) and utilitarian (convenience and information availability) motivations positively affected consumers’ intention to search for garments on Instagram. However, cost (utilitarian) and authority (hedonic) were found to have no effect on consumers search intentions. The findings further suggest that there is a significant link between searching for garments on Instagram and purchase intentions and that users who search for fashion items on Instagram are also prone to undertaking eWoM by sharing garments with their friends and commenting on product posts.