Investigating the Influence of Information Quality, Information Seeking, and Familiarity with Purchase Intentions: A Perspective of Instagram Users in Indonesia

Yekti Wirani · Latifa Diniputri · Muh Syaiful Romadhon

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

Instagram is a combination of commercial features with customer-oriented social computing that is often used by the Indonesian people to purchase products online. Instagram can be used by sellers and marketers to market and sell their products. This research proposed strategies that can support sellers and marketers by analyzing the factors that influence Purchase Intention on Instagram, including (1) Hedonic Motivation, (2) Review, (3) Information Quality, (4) Media Richness, (5) Trust, (6) Familiarity, and (7) Information Seeking. The data obtained in this study were processed with Partial Least Square-Structural Equation Modeling (PLSSEM). The results of this study are Information Quality, Information Seeking, and Familiarity were proven to influence Purchase Intention on Instagram users in Indonesia.

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2015A primer on partial least squares structural equation modeling (PLS-SEM)2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2014A primer on partial least squares structural equation modeling (PLS-SEM)2015A Beginner's Guide to Structural Equation Modeling 2005Model of Adoption of Technology in Households: A Baseline Model Test and Extension Incorporating Household Life Cycle1 1999Electronic Commerce: A Managerial Perspective 2016The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption 2017Social media in marketing: A review and analysis of the existing literature

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