The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram

Faranak Seyedi; Kiyana Hatamnezhad; Pourya Heydari

doi:doi:10.11648/j.ajdmkd.20210602.11

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The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram

Faranak Seyedi, Kiyana Hatamnezhad, Pourya Heydari

Published in American Journal of Data Mining and Knowledge Discovery (Volume 6, Issue 2)

Received: 16 July 2021 Accepted: 2 August 2021 Published: 5 November 2021

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Abstract

Social media has completely revamped the way people communicate, interact and engage with each other. The most important is this platform plays a main role in facilitating greater influence. Most studies on social influencer marketing techniques have focused on identifying the features of social media influencers whereas little is known about the electronic Word-of-mouth promotion of products. The present experimental study investigated the factors affecting the usefulness of information on Instagram on the clothing purchase intention with the mediating role of up-to-date information on Instagram as a famous and practical social media in today's world. The study was conducted on 10 clothing stores that sell their products through Instagram. In simple random sampling method with the help of the NinjaGram robot has been used. The questionnaire was prepared electronically which are 384 people. SPSS and LISREL software was used to analyze the data. The results show that the attitude of using Instagram has a direct positive effect on the usefulness of information, the level of risk-taking, and the level of self-confidence on the intention to buy on Instagram. In addition, the usefulness of information affects the Up-to-date information on Instagram and up-to-date information has a direct positive effect on creating the intention to buy on Instagram.

Published in	American Journal of Data Mining and Knowledge Discovery (Volume 6, Issue 2)
DOI	10.11648/j.ajdmkd.20210602.11
Page(s)	16-23
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2021. Published by Science Publishing Group

Keywords

Purchase Intention, Useful Information, Up-to-Date Information, Instagram, Social Media

References

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[5]	Wang, T., Social identity dimensions and consumer behavior in social media. Asia Pacific Management Review, 2017. 22 (1): p. 45-51.
[6]	Truong, Y., et al., Consumer Response to Product Form in Technology-Based Industries. Journal of Product Innovation Management, 2013. 31.
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[8]	Chi, H.-H., Interactive Digital Advertising vs. Virtual Brand Community. Journal of Interactive Advertising, 2011. 12 (1): p. 44-61.
[9]	Alhidari, A., P. Iyer, and A. Paswan, Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 2015. 14 (2): p. 107-125.
[10]	Teo, L. X., H. K. Leng, and Y. X. P. Phua, Marketing on Instagram. International Journal of Sports Marketing and Sponsorship, 2019. 20 (2): p. 321-332.
[11]	Erkan, I. and C. Evans, Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 2018. 24 (6): p. 617-632.
[12]	Azar, A. and M. Momeni, Statistics and its application in management. Samt publication, second volume, the tenth publication, 2006.
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[16]	Jeong, E. and S. Jang, Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 2011. 30 (2): p. 356-366.

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APA Style

Faranak Seyedi, Kiyana Hatamnezhad, Pourya Heydari. (2021). The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram. American Journal of Data Mining and Knowledge Discovery, 6(2), 16-23. https://doi.org/10.11648/j.ajdmkd.20210602.11

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ACS Style

Faranak Seyedi; Kiyana Hatamnezhad; Pourya Heydari. The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram. Am. J. Data Min. Knowl. Discov. 2021, 6(2), 16-23. doi: 10.11648/j.ajdmkd.20210602.11

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AMA Style

Faranak Seyedi, Kiyana Hatamnezhad, Pourya Heydari. The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram. Am J Data Min Knowl Discov. 2021;6(2):16-23. doi: 10.11648/j.ajdmkd.20210602.11

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@article{10.11648/j.ajdmkd.20210602.11,
  author = {Faranak Seyedi and Kiyana Hatamnezhad and Pourya Heydari},
  title = {The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram},
  journal = {American Journal of Data Mining and Knowledge Discovery},
  volume = {6},
  number = {2},
  pages = {16-23},
  doi = {10.11648/j.ajdmkd.20210602.11},
  url = {https://doi.org/10.11648/j.ajdmkd.20210602.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajdmkd.20210602.11},
  abstract = {Social media has completely revamped the way people communicate, interact and engage with each other. The most important is this platform plays a main role in facilitating greater influence. Most studies on social influencer marketing techniques have focused on identifying the features of social media influencers whereas little is known about the electronic Word-of-mouth promotion of products. The present experimental study investigated the factors affecting the usefulness of information on Instagram on the clothing purchase intention with the mediating role of up-to-date information on Instagram as a famous and practical social media in today's world. The study was conducted on 10 clothing stores that sell their products through Instagram. In simple random sampling method with the help of the NinjaGram robot has been used. The questionnaire was prepared electronically which are 384 people. SPSS and LISREL software was used to analyze the data. The results show that the attitude of using Instagram has a direct positive effect on the usefulness of information, the level of risk-taking, and the level of self-confidence on the intention to buy on Instagram. In addition, the usefulness of information affects the Up-to-date information on Instagram and up-to-date information has a direct positive effect on creating the intention to buy on Instagram.},
 year = {2021}
}

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TY  - JOUR
T1  - The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram
AU  - Faranak Seyedi
AU  - Kiyana Hatamnezhad
AU  - Pourya Heydari
Y1  - 2021/11/05
PY  - 2021
N1  - https://doi.org/10.11648/j.ajdmkd.20210602.11
DO  - 10.11648/j.ajdmkd.20210602.11
T2  - American Journal of Data Mining and Knowledge Discovery
JF  - American Journal of Data Mining and Knowledge Discovery
JO  - American Journal of Data Mining and Knowledge Discovery
SP  - 16
EP  - 23
PB  - Science Publishing Group
SN  - 2578-7837
UR  - https://doi.org/10.11648/j.ajdmkd.20210602.11
AB  - Social media has completely revamped the way people communicate, interact and engage with each other. The most important is this platform plays a main role in facilitating greater influence. Most studies on social influencer marketing techniques have focused on identifying the features of social media influencers whereas little is known about the electronic Word-of-mouth promotion of products. The present experimental study investigated the factors affecting the usefulness of information on Instagram on the clothing purchase intention with the mediating role of up-to-date information on Instagram as a famous and practical social media in today's world. The study was conducted on 10 clothing stores that sell their products through Instagram. In simple random sampling method with the help of the NinjaGram robot has been used. The questionnaire was prepared electronically which are 384 people. SPSS and LISREL software was used to analyze the data. The results show that the attitude of using Instagram has a direct positive effect on the usefulness of information, the level of risk-taking, and the level of self-confidence on the intention to buy on Instagram. In addition, the usefulness of information affects the Up-to-date information on Instagram and up-to-date information has a direct positive effect on creating the intention to buy on Instagram.
VL  - 6
IS  - 2
ER  -

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Author Information

Faranak Seyedi

Sociology Department, Islamic Azad University, Arak, Iran
Kiyana Hatamnezhad

Business Department, Islamic Azad University, Arak, Iran
Pourya Heydari

Business Department, Islamic Azad University, Arak, Iran

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APA Style

Faranak Seyedi, Kiyana Hatamnezhad, Pourya Heydari. (2021). The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram. American Journal of Data Mining and Knowledge Discovery, 6(2), 16-23. https://doi.org/10.11648/j.ajdmkd.20210602.11

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ACS Style

Faranak Seyedi; Kiyana Hatamnezhad; Pourya Heydari. The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram. Am. J. Data Min. Knowl. Discov. 2021, 6(2), 16-23. doi: 10.11648/j.ajdmkd.20210602.11

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AMA Style

Faranak Seyedi, Kiyana Hatamnezhad, Pourya Heydari. The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram. Am J Data Min Knowl Discov. 2021;6(2):16-23. doi: 10.11648/j.ajdmkd.20210602.11

Copy | Download

@article{10.11648/j.ajdmkd.20210602.11,
  author = {Faranak Seyedi and Kiyana Hatamnezhad and Pourya Heydari},
  title = {The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram},
  journal = {American Journal of Data Mining and Knowledge Discovery},
  volume = {6},
  number = {2},
  pages = {16-23},
  doi = {10.11648/j.ajdmkd.20210602.11},
  url = {https://doi.org/10.11648/j.ajdmkd.20210602.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajdmkd.20210602.11},
  abstract = {Social media has completely revamped the way people communicate, interact and engage with each other. The most important is this platform plays a main role in facilitating greater influence. Most studies on social influencer marketing techniques have focused on identifying the features of social media influencers whereas little is known about the electronic Word-of-mouth promotion of products. The present experimental study investigated the factors affecting the usefulness of information on Instagram on the clothing purchase intention with the mediating role of up-to-date information on Instagram as a famous and practical social media in today's world. The study was conducted on 10 clothing stores that sell their products through Instagram. In simple random sampling method with the help of the NinjaGram robot has been used. The questionnaire was prepared electronically which are 384 people. SPSS and LISREL software was used to analyze the data. The results show that the attitude of using Instagram has a direct positive effect on the usefulness of information, the level of risk-taking, and the level of self-confidence on the intention to buy on Instagram. In addition, the usefulness of information affects the Up-to-date information on Instagram and up-to-date information has a direct positive effect on creating the intention to buy on Instagram.},
 year = {2021}
}

Copy | Download

TY  - JOUR
T1  - The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram
AU  - Faranak Seyedi
AU  - Kiyana Hatamnezhad
AU  - Pourya Heydari
Y1  - 2021/11/05
PY  - 2021
N1  - https://doi.org/10.11648/j.ajdmkd.20210602.11
DO  - 10.11648/j.ajdmkd.20210602.11
T2  - American Journal of Data Mining and Knowledge Discovery
JF  - American Journal of Data Mining and Knowledge Discovery
JO  - American Journal of Data Mining and Knowledge Discovery
SP  - 16
EP  - 23
PB  - Science Publishing Group
SN  - 2578-7837
UR  - https://doi.org/10.11648/j.ajdmkd.20210602.11
AB  - Social media has completely revamped the way people communicate, interact and engage with each other. The most important is this platform plays a main role in facilitating greater influence. Most studies on social influencer marketing techniques have focused on identifying the features of social media influencers whereas little is known about the electronic Word-of-mouth promotion of products. The present experimental study investigated the factors affecting the usefulness of information on Instagram on the clothing purchase intention with the mediating role of up-to-date information on Instagram as a famous and practical social media in today's world. The study was conducted on 10 clothing stores that sell their products through Instagram. In simple random sampling method with the help of the NinjaGram robot has been used. The questionnaire was prepared electronically which are 384 people. SPSS and LISREL software was used to analyze the data. The results show that the attitude of using Instagram has a direct positive effect on the usefulness of information, the level of risk-taking, and the level of self-confidence on the intention to buy on Instagram. In addition, the usefulness of information affects the Up-to-date information on Instagram and up-to-date information has a direct positive effect on creating the intention to buy on Instagram.
VL  - 6
IS  - 2
ER  -

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