Purchase intention and negative response towards influence on Instagram: the effect of interaction and motivation

Abstract

Introduction: The study focused on determining whether users' activities on Instagram influence their purchase intention on the platform and how intention is related to the formation of preferences or distrust towards influencers due to their impact on the purchase decision. Methodology: a cross-sectional quantitative investigation was carried out in which 385 men and 648 women with an Instagram account participated. Results: 7 hypotheses are accepted and 4 are rejected. In relation to the indirect effects, two complete mediations and one partial mediation are observed. Discussion: It is evident that purchase intention is affected by interaction on social media and the negative response towards influence is determined by distrust and interaction on the platform. It was shown that user interaction influences purchase intention. The interaction and influence in the purchase is affected by negative responses towards the influences and, the motivation towards the content and the influence on the purchase intention is mediated by the negative response towards the influences and distrust. Conclusions: Instagram users show complex behavior because interaction is the only factor that directly influences purchase intention when it is induced by influencers and the reasons for use are not directly related to purchase intention, but It occurs when there is a negative response towards influence. This suggests that Colombians are willing to take risks in their purchases on the platform, overcoming the lack of credibility or distrust of influencers paid to promote a brand.