Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions
Abstract
:1. Introduction
- Does a higher level of perceived information quality of beauty-related Instagram content increase the usefulness of the message?
- Does a higher level of perceived source credibility of beauty-related Instagram content increase the usefulness of the message?
- If the consumer experiences a higher level of increased usefulness of beauty-related content on Instagram, will this increase the likelihood of consumers adopting the information?
- If consumers adopt the beauty-related Instagram content, will they have increased purchase intentions towards the relevant cosmetic products?
2. Theoretical Background of the Study
2.1. Information Adoption Model and Behavioural Intention
2.2. Information Quality
2.3. Source Credibility
2.4. Information Usefulness, Information Adoption, and Purchase Intention
3. Methodology
4. Results
4.1. Factor Analysis
4.2. Hypothesis Testing
5. Discussion
5.1. Theoretical Implications
5.2. Practical Implications
6. Conclusions
6.1. Limitation
6.2. Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Variable | Items |
---|---|
Information Quality [17,85] |
|
Source Credibility [64,65] |
|
Information Usefulness [17,28] |
|
Information Adoption [17] |
|
Purchase Intention [17] |
|
Variable | Options | Frequency (N) | Percentage (%) |
---|---|---|---|
Age (Years) | 18–29 | 341 | 100 |
Gender | Female | 329 | 96.5 |
Male | 12 | 3.5 | |
Current UK Resident | Yes | 341 | 100 |
No | 0 | 0 | |
Highest Level of Education Reached | No Schooling Complete | 1 | 0.3 |
Primary Education | 1 | 0.3 | |
Secondary Education (Up to 16 Years) | 12 | 3.5 | |
Higher/Secondary or Further Education (A-Level, BTEC) | 164 | 48.1 | |
Undergraduate Degree | 131 | 38.4 | |
Postgraduate Degree | 23 | 6.7 | |
PHD | 6 | 1.8 | |
Prefer Not To Say | 2 | 0.6 | |
Other | 1 | 0.3 |
Variable | Options | Frequency (N) | Percentage (%) |
---|---|---|---|
Instagram User | Yes | 341 | 100 |
No | 0 | 0 | |
Colour Cosmetic User | Yes | 341 | 100 |
No | 0 | 0 | |
Hours Spent on Instagram | Less than 5 h | 47 | 13.8 |
5–10 h | 138 | 40.5 | |
11–15 h | 112 | 32.8 | |
16+ h | 44 | 12.9 | |
Have you been looking on “social media” more than before the pandemic in order to decide what colour cosmetics to purchase? | Yes | 308 | 90.3 |
No | 33 | 9.7 | |
Have you been looking on “Instagram” more than before the pandemic in order to decide what colour cosmetics to purchase? | Yes | 222 | 65.1 |
No | 119 | 34.9 |
Factors and Variables | Mean | St. Deviation | Factor Loadings |
---|---|---|---|
Information Quality a | 4.01 | 0.696 | |
I think that colour cosmetic eWOM on Instagram is relevant. | 4.11 | 0.795 | 0.796 |
I think that colour cosmetic eWOM on Instagram is accurate. | 3.47 | 0.956 | 0.762 |
I think that up-to-date colour cosmetic eWOM on Instagram is important. | 4.25 | 0.789 | 0.867 |
I think that in-depth colour cosmetic eWOM on Instagram is important. | 4.19 | 0.862 | 0.851 |
Eigenvalue | 2.691 | ||
% of Variance explained | 67.274 | ||
Cronbach’s α | 0.832 | ||
Source Credibility b | 3.75 | 0.819 | |
When thinking about the individuals posting colour cosmetic eWOM on Instagram, I think they are trustworthy. | 3.53 | 1.019 | 0.871 |
When thinking about the individuals posting colour cosmetic eWOM on Instagram, I think they are reliable. | 3.57 | 985 | 0.870 |
When thinking about the individuals posting colour cosmetic eWOM on Instagram, I think they are likeable. | 4.04 | 0.816 | 0.766 |
When thinking about the individuals posting colour cosmetic eWOM on Instagram, I think they are able to deliver sufficient information regarding colour cosmetics. | 3.79 | 1.009 | 0.855 |
When thinking about the individuals posting colour cosmetic eWOM on Instagram, I think they are knowledgeable when evaluating colour cosmetic products. | 3.81 | 1.002 | 0.842 |
Eigenvalue | 3.543 | ||
% of Variance explained | 70.869 | ||
Cronbach’s α | 0.897 | ||
Information Usefulness c | 4.07 | 0.754 | |
I think that colour cosmetic eWOM on Instagram is useful. | 4.15 | 0.825 | 0.903 |
I think that colour cosmetic eWOM on Instagram is helpful. | 4.14 | 0.815 | 0.906 |
I think that colour cosmetic eWOM on Instagram is of value. | 3.94 | 0.871 | 0.894 |
Eigenvalue | 2.434 | ||
% of Variance explained | 81.138 | ||
Cronbach’s α | 0.883 | ||
Information Adoption d | 4.08 | 0.880 | |
I think that colour cosmetic eWOM on Instagram helps me to make my purchase decisions. | 4.03 | 0.994 | 0.904 |
I think that colour cosmetic eWOM on Instagram increases my knowledge to help me make a more informed decision when purchasing cosmetics. | 4.12 | 0.953 | 0.904 |
Eigenvalue | 1.636 | ||
% of Variance explained | 81.798 | ||
Cronbach’s α | 0.777 | ||
Purchase Intention e | 4.04 | 0.897 | |
I am more likely to purchase a colour cosmetic product I have seen on Instagram if I am pleased with the review. | 4.32 | 0.845 | 0.869 |
I am more likely to purchase a specific colour cosmetic product that I have seen on Instagram next time I are am in need of that product. | 4.10 | 0.925 | 0.879 |
Within the last 6 months, I have purchased a colour cosmetic product based on an Instagram review. | 3.71 | 1.322 | 0.857 |
Eigenvalue | 2.263 | ||
% of Variance explained | 75.429 | ||
Cronbach’s α | 0.813 |
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Multiple Regression Analysis | Unstandardised Coefficient | Standardised Coefficients | Adjusted R Square | Sig. | ||
---|---|---|---|---|---|---|
B | Std. Error | Beta | t | R2 | F Change | |
Predictors (Constant) | 0.726 | 0.138 | 5.250 | 0.666 | ||
Information Quality | 0.421 | 0.052 | 0.338 | 8.112 | 0.001 | |
Source Credibility | 0.445 | 0.044 | 0.483 | 10.086 | 0.001 |
Linear Regression Analysis | Unstandardised Coefficient | Standardised Coefficients | Adjusted R Square | Sig. | ||
---|---|---|---|---|---|---|
B | Std. Error | Beta | t | R2 | F Change | |
Predictors (Constant) | 0.478 | 0.172 | 2.775 | |||
Information Usefulness | 0.883 | 0.042 | 0.756 | 21.241 | 0.570 | 0.001 |
Linear Regression Analysis | Unstandardised Coefficient | Standardised Coefficients | Adjusted R Square | Sig. | ||
---|---|---|---|---|---|---|
B | Std. Error | Beta | t | R2 | F Change | |
Predictors (Constant) | 0.906 | 0.151 | 5.997 | |||
Information Adoption | 0.770 | 0.036 | 0.756 | 21.245 | 0.570 | 0.001 |
Hypotheses | B | t | Support for Hypotheses |
---|---|---|---|
H1: Information Quality ⟶ Info. Usefulness | 0.421 | 8.112 * | Supported |
H2: Source Credibility ⟶ Info. Usefulness | 0.445 | 10.086 * | Supported |
H3: Information Usefulness ⟶ Info. Adoption | 0.883 | 21.241 * | Supported |
H4: Information Adoption ⟶ Purchase Intention | 0.770 | 21.245 * | Supported |
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Kohler, E.; Mogaji, E.; Erkan, İ. Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions. Sustainability 2023, 15, 8036. https://doi.org/10.3390/su15108036
Kohler E, Mogaji E, Erkan İ. Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions. Sustainability. 2023; 15(10):8036. https://doi.org/10.3390/su15108036
Chicago/Turabian StyleKohler, Eleanor, Emmanuel Mogaji, and İsmail Erkan. 2023. "Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions" Sustainability 15, no. 10: 8036. https://doi.org/10.3390/su15108036