Lookup NU author(s): Professor Savvas Papagiannidis,
Dr Eleftherios Alamanos
This is the final published version of an article that has been published in its final definitive form by IGI Global , 2017.
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This study presents an empirical investigation as to the key determinants of purchase intention towards clothing on Instagram. A conceptual model has been created, based upon the relevant literature and research questions of this study, which has subsequently been evaluated through a quantitative methodology. A convenience sample of 200 Thai customers was selected in order to complete the questionnaire. The accumulated data was analysed via multiple regression in order to test the study’s hypotheses. The results suggest that four aspects contribute positively towards customer purchase intentions (perceived social value, perceived price value, perceived quality value and perceived benefits) while, in contrast, risk perceptions have been found to adversely impact upon customer purchase intentions. Two other aspects, perceived emotional value and electronic word of mouth, have been found to have no significant influence upon purchase intentions.
Author(s): Apiraksattayakul C, Papagiannidis S, Alamanos E
Publication type: Article
Publication status: Published
Journal: International Journal of Online Marketing
Print publication date: 01/10/2017
Acceptance date: 01/06/2017
ISSN (print): 2156-1753
ISSN (electronic): 2156-1745
Publisher: IGI Global
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