The impact of electronic word of mouth on consumer’s purchase intention on Instagram: The information acceptance model approach

We argue that electronic word of mouth is a significant medium for information adoption and purchase intention. The purpose is to investigate the impact of electronic word of mouth on consumer’s purchase intention on Instagram. The information acceptance model which is an integration of information adoption model and related components of the theory of reasoned action, is used. The statistical population of this research was university students whom were Instagram users and research’s data was collected through a survey using convenience sampling. Results from structural equations modeling showed the positive relation of behavioral and informational factors on purchase intention.

کلیدواژه ها:

electronic word of mouth ، purchase intention ، information acceptance model ، information adoption model ، theory of reasoned action