Using Instagram as Online Shopping Channel: Key Predictors of Consumers’ Purchase Involvement on Instagram in Saudi Arabia

Abstract

This study examined key predictors of Saudi consumers’ purchase involvement on Instagram. An online snowball sampling approach was used to reach Saudis via social media, with 1,671 Saudis recruited as valid samples. Results suggested Saudis’ frequency of Instagram shopping, Instagram credibility, and Instagram seller credibility as three major factors toward Saudis’ purchase involvement. Saudis who reported higher Instagram credibility and Instagram seller credibility would be more likely to involve with online shopping on Instagram. As two personality variables (materialism and self-esteem) were not found as powerful as other experiential variables to impact Saudis’ purchase involvement on Instagram, marketing channel planners who intend to use Instagram as a key online shopping tool should attempt to secure shopping privacy and payment safety on Instagram. Moreover, as Saudis’ positive attitudes were activated toward seller credibility, privacy security, and payment security on Instagram, Instagram becomes an effective shopping tool for Saudi consumers.