Factors Building Consumer Trust in Instagram Stores and the Influence of Trust in Instagram Stores on Purchasing Intention

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dc.contributor.authorYasa, Yesevi Alperen
dc.contributor.authorCop, Ruziye
dc.date.accessioned2024-09-25T20:16:59Z
dc.date.available2024-09-25T20:16:59Z
dc.date.issued2022
dc.departmentAbant İzzet Baysal Üniversitesien_US
dc.description.abstractThat Instagram is one of the most used social media platforms around the world which makes this application also one of the largest global markets in the world. People or businesses may easily set up a virtual store by employing the application Instagram. However, in order to achieve success in Instagram, it is necessary to gain the trust of consumers just like in e-commerce sites. The aim of this study is to determine factors forming the trust in Instagram stores and effect of the trust in Instagram stores on the purchase intention. Within this scope, 439 people were surveyed, which were selected by means of convenience sampling method, are Instagram users. Variance- based structural equation modeling was employed for analyses. In the conclusion of analyses carried out, it was detected that factors pertaining to the propensity to trust, customer endorsement, user likes and the number of followers, the perceived integrity, perceived benevolence, and perceived competence of an Instagram vendor have an effect on the trust of consumers in Instagram stores. Furthermore, it was concluded that the trust in Instagram stores had an effect on the purchase intention of users from Instagram stores.en_US
dc.identifier.doi10.20409/berj.2022.397
dc.identifier.endpage700en_US
dc.identifier.issn2619-9491
dc.identifier.issue4en_US
dc.identifier.startpage687en_US
dc.identifier.trdizinid1171692en_US
dc.identifier.urihttps://doi.org/10.20409/berj.2022.397
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1171692
dc.identifier.urihttps://hdl.handle.net/20.500.12491/15355
dc.identifier.volume13en_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.relation.ispartofBusiness and Economics Research Journalen_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.snmzYK_20240925en_US
dc.subjectInstagram Storesen_US
dc.subjectInstagram Shoppingen_US
dc.subjectOnline Retailingen_US
dc.subjectConsumer Trusten_US
dc.subjectSocial Media Marketingen_US
dc.titleFactors Building Consumer Trust in Instagram Stores and the Influence of Trust in Instagram Stores on Purchasing Intentionen_US
dc.typeArticleen_US

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