Understanding The Factors Influencing Consumer Purchase Intentions via Instagram Shopping Feature

This study aims to examine the influence of factors that influence product purchase intention on Instagram shopping feature. This study developed a conceptual model with 6 hypotheses from 7 variables: social motive, escapism motive, value motive, hedonic enjoyment, utilitarian value, information quality, and purchase intention. For this study, therefore, data on Instagram shoppers was collected and analyzed involving 616 respondents with a 6-point Likert scale using the online survey form. We used the snowball sampling technique and the SmartPLS 3.0 application to evaluate the research model. The analysis results found four variables affecting the interest to purchase intention: escapism motive, hedonic enjoyment, information quality, and value motive. However, two factors showed no association with purchase intention: social motive and utilitarian value. The findings of this study have several theoretical contributions and practical implications for marketing for evoking purchase intention using the Instagram shop feature.