A Review on Trust Factors Affecting purchase Intention on Instagram

The evolution of online buying and selling activities through Social Commerce (S-Commerce) have emerged with the rapid growth of Social Media users especially on Instagram. Instagram, a visual-based S-Commerce platform is chosen due to its uniqueness features and easy access. Nevertheless, trust issues such as frauds, scammers and misleading information is costly for both sellers and buyers on Instagram. This paper discusses the trust factors on Instagram and proposes a conceptual trust framework for Instagram based on three dimensions; People, Technology and Information which shows the relationship between the factors and trust, and trust with purchase intention on Instagram.