Determining factors of the shopping experience: a view of Instagram users

Djalma Silva Guimaraes Junior, Ademir Macedo Nascimento and Fagner José Coutinho de Melo

International Journal of Business Innovation and Research, 2024, vol. 34, issue 4, 520-534

Abstract: The purpose of this paper is to identify which factors determine the shopping experience of Instagram users using a questionnaire adapted from Nedra et al. (2019), to test the validity of the relationships proposed in the conceptual model through structural equation modelling. In this way, this research is classified as exploratory and quantitative. To make the modelling operational, 275 electronic questionnaires were applied to Instagram users. Among the main findings, it is highlighted that the variables: ease of purchase, availability of information and presence of advertisements are significant and positively influence the shopping experience on the social network. As practical implication, this study aims to assist managers in directing practical actions that can add to their interaction on the social network the factors that matter most to the consumer.

Keywords: shopping experience; consumption habits; digital economy; consumer behaviour; social networks. (search for similar items in EconPapers)
Date: 2024
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