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

Authors: Djalma Silva Guimaraes Junior; Ademir Macedo Nascimento; Fagner José Coutinho de Melo

Addresses: Departamento de Logística, Universidade de Pernambuco, Av. Gov. Agamenon Magalhães – Santo Amaro, Recife – PE, 50100-010, Brazil ' Departamento de Administração, Universidade de Pernambuco, Av. Gov. Agamenon Magalhães – Santo Amaro, Recife – PE, 50100-010, Brazil ' Departamento de Administração, Universidade de Pernambuco, Av. Gov. Agamenon Magalhães – Santo Amaro, Recife – PE, 50100-010, Brazil

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.

DOI: 10.1504/IJBIR.2024.140627

International Journal of Business Innovation and Research, 2024 Vol.34 No.4, pp.520 - 534

Received: 06 Jun 2021
Accepted: 28 Aug 2021
Published online: 28 Aug 2024 *

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