Title: A study of the relationship between using Instagram and purchase intention

Authors: Nuttamon Amornpashara; Nopadol Rompho; Monvika Phadoongsitthi

Addresses: Thammasat Business School, Thammasat University, 2 Prachan Road, Pranakorn, Bangkok 10200, Thailand ' Department of Operations Management, Thammasat Business School, Thammasat University, 2 Prachan Road, Pranakorn Bangkok 10200, Thailand ' Department of Accounting, Thammasat Business School, Thammasat University, 2 Prachan Road, Pranakorn Bangkok 10200, Thailand

Abstract: This study has two main aims. The first is to investigate the relationship between people's purchase intentions and how they use Instagram. The second is to use the results as a guide to applying Instagram as an effective marketing tool. This is a quantitative study based on data collected via questionnaire from 400 Instagram users. These Instagram users are all between the ages of 18 and 34 and live in Bangkok, Thailand. The data were statistically analysed using methods such as descriptive statistics and structural equation modelling. The results showed that the factors influencing people's purchase intentions are: 1) the recreational message; 2) the involvement in the recreational message; 3) commercial advertising; 4) the group to which people aspire to belong; 5) perceived ease of use.

Keywords: Instagram; purchase intention; Thailand; direct reference groups; aspirational groups; commercial advertising; perceived ease of use; recreational messages; utilitarian messages; recreational involvement; utilitarian involvement; marketing; Thailand; structural equation modelling; SEM.

DOI: 10.1504/JGBA.2015.071330

Journal for Global Business Advancement, 2015 Vol.8 No.3, pp.354 - 370

Received: 21 Oct 2013
Accepted: 28 Apr 2014
Published online: 21 Aug 2015 *

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