Investigation of Factors Affecting Consumer Behaviors Before Purchase: A Research on Instagram Shoppers

Özet

Purpose – The rapid development of technology and the widespread use of digital platforms have led to an increase in online shopping. This study aims to investigate the factors affecting the pre-purchase consumer behavior of individuals who shop on Instagram. Design/methodology/approach – A questionnaire was distributed to individuals who shopped on Instagram to test the determined hypotheses. The questionnaire was created through Google Forms and the survey link was delivered to the participants via different electronic communication channels. The purpose of the study and by whom it was carried out was stated in the questionnaire. The questionnaire started with demographic questions. And it included scales of pleasure, suitability for lifestyle, informativeness, safety, and pre-purchase consumer behavior. The R program was used to reveal the demographic information and conduct confirmatory factor analysis and structural equation model analysis. SPSS 22 program was used to create the correlation matrix of the scales and to perform the reliability analysis. Findings – The structural equation model analysis revealed the standard error, z-value, p-value, Standardized β values. As a result of the analysis, all hypotheses were supported. In addition, the β coefficients and R2 values among the variables were also examined and it was concluded that prepurchase consumer behavior was explained by pleasure, suitability for lifestyle, informativeness, and safety by 85.5% (R2 = 0.855), and by other variables by 14.5%. Discussion – It was observed that most of the data obtained as a result of the analyzes supported the relevant literature. However, some findings specific to this study were also obtained. In line with the results of the analysis made in the research, various suggestions have been developed.