Drivers of purchase intention in Instagram Commerce

Purpose This study aims to analyze the factors that drive purchases via Instagram and contribute growth of Commerce examine moderating role gender, age experience in use proposed relationship between six variables derived from commitment–trust theory, technology acceptance model consumer decision-making theory. Design/methodology/approach A survey was completed by respondents after watching a video about Commerce. total 404 valid responses were collected. The research analyzed using partial least squares structural equation modeling. Findings makes numerous contributions holds significant implications for professionals social commerce field. Among other results, we found trust, attitude, perceived usefulness alternative evaluation significantly affected consumers’ purchase intentions. However, this no trust or ease intention. Finally, it demonstrates on some these relationships. Originality/value centers an analysis behavior Commerce, taking highly innovative approach. particular originality lies adoption Instagram, based critical framework. also provides original effect classification variables: use.