نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه بین المللی اهل بیت (ع)، تهران، ایران.
2 عضو هیات علمی دانشگاه آزاد اسلامی، واحد تهران مرکزی، دانشکده مدیریت، گروه مدیریت بازرگانی، تهران، ایران.
3 کارشناس ارشد، ، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه بین المللی اهل بیت (ع)، تهران، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Introduction: In today's digital era, social media platforms have revolutionized the way people connect and engage with one another. Instagram, as one of the most popular platforms, has become a powerful tool for individuals and businesses alike. The ubiquity of social media in modern society has cemented its place as an indispensable part of daily life for millions worldwide. Harnessing this popularity as a way to engage consumers in authentic conversations relevant to their unique needs is becoming increasingly popular- especially given research showing a variety of benefits from increased customer knowledge & awareness to driving sales. This research explores several factors that play a crucial role in stimulating consumer use of social media platforms like Instagram for marketing purposes. Perceived ease of use perceived usefulness and privacy concerns serve as predictors for exploring how these platforms shape purchasing intentions while affecting Attitudes towards Social Media Use. There is limited research on the potential convergence between TAM theory and adoption of internet based social media platforms. This study seeks to fill a vital gap by applying TAM specifically to help explain how consumers' attitudes and intentions align with their interactive technology use on social media channels like Instagram. Understanding the factors that influence users' attitudes toward using Instagram and their purchase intentions is crucial for marketers to effectively leverage this platform. This research aims to examine the impact of Instagram technology adoption on consumer attitudes and purchase intentions, with a particular focus on the moderating role of digital literacy.
Methodology: This study employed a descriptive-survey methodology highlighting factors contributing to Instagram usage among adult Iranian users. In the background and literature section of this research, a comprehensive review of related literature was conducted and various sources such as books, articles, and theses were used. The researchers used the library method to gather valuable insights and knowledge about the research topic. Structured questionnaire via online surveys with five-point Likert scale previously utilized in similar investigations was chosen as our primary data gathering method. The questionnaire's validity was confirmed by examining the Average Variance Extracted (AVE) index (convergent validity), and its reliability was confirmed by examining Cronbach's alpha The survey has been distributed to the target community through WhatsApp, email, and other social media..The statistical population of this research is the adult population of Instagram users in Iran. Because the statistical population was unlimited and based on Cochran's formula, 384 questionnaires were distributed and collected using the available random sampling method. After collecting the data, it has been analyzed through structural equation modeling (SEM) to assess hypotheses and validate the conceptual model.
Discussion and Results: The findings indicate a significant positive relationship between perceived usefulness and consumer attitudes toward using Instagram, highlighting the platform's value in meeting users' needs. Similarly, perceived ease of use positively influences consumer attitudes, emphasizing the importance of a user-friendly interface. Privacy concerns were found to have a negative impact on consumer attitudes, emphasizing the need for transparent privacy policies and data protection measures. However, the moderating role of digital literacy was supported only in the relationship between privacy concerns and consumer attitudes towards using Instagram indicating that this effect is weaker for consumers with higher levels of digital literacy. However, the moderating role of digital literacy in the relationship between perceived usefulness was not supported. . Investigating the effects of this variable is one of the research innovations. It was also found that digital literacy did not moderate the relationship between perceived ease of use. Based on the research findings, practical recommendations for marketers to enhance perceived usefulness, improve user experiences and simplify user experiences, address privacy concerns through transparent policies, and offer digital literacy training programs to support digital competence. In addition, strategies such as content personalization and influencer collaborations are suggested to foster positive consumer attitudes and drive purchase intention on Instagram.
Conclusion: In conclusion, the outcomes we found indicate that perceived usefulness, ease-of-use as well as privacy concerns are vital determinants of customers’ perceptions towards utilizing Instagram effectively. To address these concerns effectively, it is crucial for Instagram to enhance its perceived usefulness by providing valuable and relevant content, optimize platform usability to improve the user experience, and prioritize user privacy to address privacy concerns. Findings also reveal that consumer behavior on this platform is heavily influenced by the attitude they have towards using it. Marketers and brands should focus on fostering positive consumer attitudes through engaging content, personalized experiences, and building trust. This study contributes to understand of the effect of the Technology Acceptance Model on the attitude towards using Instagram and purchase intention, considering the moderating role of digital literacy. The practical implications derived from this research can assist marketers in optimizing their social media advertising strategies on Platforms like LinkedIn, leading to effective engagement with consumers and the cultivation of positive attitudes and intentions toward their products and services.
کلیدواژهها [English]
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