FACTORS AFFECTING THE SHOPPING BEHAVIOR ON THE SOCIAL NETWORK OF INSTAGRAM OF STUDENTS

Shopping Behavior on Instagram Shopping Behavior on Instagram 87 TON DUC THANG UNIVERSITY FALCUTY OF BUSINESS ADMINISTRATION FINAL REPORT OF BUSINESS RESEARCH METHODS TITLE FACTORS AFFECTING THE SHOPPING BEHAVIOR ON THE SOCIAL NETWORK OF INSTAGRAM OF STUDENTS Students’ list Students’ name Student ID Email Ho Tram Anh 720H1240 720h1240student tdtu edu vn Vu Nguyen Bao Tran 720K0622 720k0622student tdtu edu vn Nguyen Phan Thuy Trang 720K0908 720k0908student tdtu edu vn Class code 20K70601 Instr.

FALCUTY OF BUSINESS ADMINISTRATION

FINAL REPORT OF BUSINESS RESEARCH METHODS TITLE:

FACTORS AFFECTING THE SHOPPING BEHAVIOR ON THE SOCIAL

NETWORK OF INSTAGRAM OF STUDENTS

Students’ list:

Vu Nguyen Bao Tran 720K0622 720k0622@student.tdtu.edu.vn

Nguyen Phan Thuy Trang 720K0908 720k0908@student.tdtu.edu.vn

Class code: 20K70601 Instructor: Nguyen Hoang Dung

HOCHIMINH CITY, JUNE 2022

ABSTRACT

In the past few years, online shopping in Vietnam has become more popular andreceived significant attention from people; especially after the epidemic outbreak, userschanged their shopping habits from traditional to more standard online usage Therefore,analyzing and discovering the factors influencing consumer shopping behavior is always a toppriority for businesses, particularly those operating on Instagram.

The study was conducted through a survey on google form with a size of 150 samples.The surveyed subjects are consumers using Instagram

The study was carried out in 2 phases Preliminary qualitative research was carried outfirst through an in-depth interview technique with a sample size of 10 Formal quantitativeresearch was carried out with a size of 241 responses from university students

There are five factors that influence consumer shopping behavior on the Instagramsocial networking: feature usefulness, visual communication, interaction, customer trust, andsocietal influence

The research topic has an overview of the factors affecting consumers' shoppingbehavior on the social networking platform Instagram, from which development andimprovement strategies can be proposed to approach customers in the best way

TABLE OF CONTENTS

Chapter 2: Theoretical Foundations And Research Models 14

2.2.1 Theory Of Reasoned Action - TRA (Ajzen Và Fishbein) 24

2.2.3 Technology Acceptance Model - TAM model (Davis) 272.2.4 Theory of Perceived Risk, (Bauer, R.A.,1960) 28

2.3.7 Online Shopping Behavior 33

3.2.2 Preliminary Survey Results And Calibration Of The Scale For The Topic 37

3.4.2.2 Contents of inspection and evaluation of the scale 44

4.2.2.1 Factor analysis for independent factors 564.2.2.2 Factor analysis for the dependent variables 59

4.4 Test Models And Hypotheses 61

LIST OF TABLES

Table 1: Research methods 35

Table 2: Qualitative research results and scale correction 43

Table 3: Sample description results 52

Table 4: Results of Cronbach's Alpha analysis for independent and dependent factors 56

Table 5: Results of the second EFA analysis for the independent variables 58

Table 6: Results of the second EFA analysis for the dependent variables 59

Table 7: The research model 61

Table 8: Pearson correlation analysis results 62

Table 9: Model Summary 63

Table 10: Analysis of Model Variance (ANOVA b ) 63

Table 11: Linear regression model results 63

Table 12: Research results 64

LIST OF FIGURES

Figure 1 - Model of consumer's behavior (source: Kotler and Keller (2006) Marketing management

(12 th edition), New Jersey, Pearson Prentice Hall, p 184) 15

Figure 2 - Theory of Reasoned Action – TRA (Fishbein & Ajzen, 1975) 25

Figure 3 Theory of Planned Behavior – TPB (Ajzen, 1991) 27

Figure 4 Illustration of the Technology Acceptance Model (TAM) 28

Figure 5 Proposed research model 34

Figure 6 Modified research model 60

Figure 7: Research model after regression analysis 65

Chapter 1: Introduction To The Research Problems

1.1 The Urgency Of The Topic

Before the expanding trend of e-commerce and the increasing number of people online, it can

be observed that online selling had almost become a popular method due to its broad coverage, cheapcost, and high efficiency According to the Vietnam E-commerce Index study (VETICA, 2018), theonline retail model in Vietnam has experienced significant development in recent years and is one of thefastest-growing industries Selling in the 4.0 age is an unavoidable trend; most Vietnamese customershave gotten accustomed to internet purchasing owing to its ease and benefits

Understanding the elements that influence consumers' online buying can assist firmsoperating on e-commerce platforms in retaining existing customers and attracting new ones

As a result, research into the elements influencing consumer online buying decisions isrequired to assist e-commerce companies in meeting customer desires When it comes toonline purchasing, however, many studies in Vietnam largely focus on analyzing shoppingbehavior via the Internet or e-commerce applications, but little has been done Using socialmedia, research and evaluate purchasing intentions and behavior Shopping via social media

is a relatively new sort of shopping in recent years, therefore this trend is particularly popularwith "Gen Z" or "Generation Z" clients and has become a popular style Generation Y goesshopping They are young individuals born after 1996, shortly after our country's formalintroduction of the Internet Then came Facebook, YouTube, and the iPhone, so their liveswere linked to the Internet from the minute they were born That is why social media andsocial media have become such an important aspect of the lives of Generation Z It is notsurprising that almost everyone in this generation has at least one social account Moreover,spend most of their time surfing their social media sites and interacting with brands there.Brands have used social networks to increase brand awareness by taking advantage of this

Currently, several studies on online shopping models in Vietnam have beenconducted, but only consider social networks as a tool to support shopping in addition to themain shopping channels, which are e-commerce websites, such as theses Su Thi Diem Phuc &Tran Thi Le Hang (2016), Ha Ngoc Thang & Nguyen Thanh Do (2016) (2016) Meanwhile,many foreign writers, such as Lee, Xiong, and Hu (2012), Lu and Su (2009), and Annie Jin(2012), have examined the issue of shopping behavior through social networks between 2010and now (the time when social networks developed) (2012) As a result, in order to clarify theallegations regarding new buying patterns while also evaluating the elements influencing the

"Gen Z" customer's purchase behavior on the social network Instagram, this topic was

researched to find out "Factors affecting the shopping behavior on the social network of instagram of university students”.

1.2 Overview Of The Research Status Of The Topic

Study The influence of friends on buying decisions on social networks by Raghuram Iyengar, Sangman Han, Sunil Gupta (2009) The study used a self- designation model Research results show that there are three different groups of users with very different behavior.

● Low-status groups (48% of users) are poorly connected, have limitedinteraction with other members and are not affected by social pressure

● Middle status groups (40% of users) are moderately connected, indicating thatpurchasing activity on the site is irrational and that the buying decision is strongly andpositively influenced by friends

● High status groups (12% of users) are well connected and very active on theweb, and show a significant negative impact of friends on purchasing decisions

According to Neilsen company's (2009) research on online buying behavior during holidays in the United States, the majority of people purchase online not for price but for convenience, namely:

(1) Reduce travel expenses: 53 percent (2) Compare costs easily between onlinebusinesses and physical stores: 51 percent (3) I can go shopping anytime I want: 69.9 percent

(4) No need to crowd the store on special occasions: 57% of the time

Consumers dislike purchasing items online for the following reasons:

(1) Costs of delivery and shipping: 35 percent (2) like to see and touch items inperson: 51 percent (3) enjoys seeing and locating preferred products: forty-four percent

The studies listed above are the key ones that we utilize to develop our research model, as well as some existing outcomes that we use to make our research more credible.

1.3 Objectives Of The Study

The study aims to solve the following objectives:

Firstly, it provides an overview of shopping trends on the social network Instagramand, at the same time, contributes to answering the question of why recently, Instagram hasinfluenced the shopping behavior of consumers Young people are surveying the role andextent of using Instagram as an online shopping channel by students in Vietnam

Secondly, explore and identify the effects of some factors affecting shopping behavior

on university students' Instagram to propose research models and hypotheses

Thirdly, test the model and research hypotheses, thereby making some relevantrecommendations for application providers on the ways to improve service quality and, at the

same time, help businesses do business by using Instagram tools to build the most effectivemarketing strategies to improve serviceability, satisfy customer needs and achieve highbusiness efficiency.

1.4 Object And Scope Of The Study 1.4.1 Object Of The Study

● Research subject: Factors influencing social networking purchasing habits

● Research object: Students who have used the social networking site Instagramare presently living and studying at universities and colleges in Vietnam

1.4.2 Scope Of The Study

Concerning the research topic:

● Concentrating on research based on the internet sales model betweencompanies and customers, notably examining student behavior in Vietnam through the onlinepurchasing decision-making process on social networks

● Discover the elements influencing online purchase behavior on social media ofuniversity students

● Contribute to the development of the Vietnamese internet business market

Research fields: Economics, with a concentration in Commerce - Business

Administration and Tourism - Marketing

Research space: The research was conducted in Vietnam universities

Concerning the study period: The research was conducted from March 2022 to June

2022

1.5 The Research Methods

To design, calibrate, and assess the study idea scales and test the suggestedhypothesis, the research team will use qualitative and quantitative research approaches.Among the research approaches are:

Methods of information processing:

The qualitative method: is a way of exploring, describing, and explaining

experiences, perceptions, motives, intentions, actions, and attitudes through surveys Theycan inspire us to develop theories and explanations In addition to data gathering proceduresthat are quite similar to those used in quantitative research, qualitative data collectionmethods can also be utilized by interview, google forms survey

Quantitative method:

Often associated with testing (theory) based on deductive methods In other words,quantitative research is research that uses different methods to quantify, measure and reflectand interpret the relationships between factors (variables) with each other Data collectionmethods can be weighing, measuring, using structured questionnaires to survey/interview,observing and recording data, and gathering quantitative data during the research process

Methods of obtaining information:

Studying documents: combining knowledge from instructors' guidance throughlectures and related subjects, knowledge from books, specialized websites, etc Askingopinions by questionnaire: setting up a suitable and complete system of questions in order to

exploit the content that needs to be researched by the students Interview method:interviewing typical students who use Instagram in Ho Chi Minh City.

1.6 The Practical Significance Of The Topic

Online buying on Instagram is still a relatively young market in Vietnam, with a lot ofroom for growth As a result, theoretical research is required to guide practical efforts Thisstudy contributes to the scientific foundation of online shopping on social networks bydeveloping a theoretical model to explain the factors influencing purchasing behavior on thesocial network Instagram of students in Ho Chi Minh City, thereby assessing the influence offactors directly on students' purchasing behavior on the social network Instagram

On the practical side, the study will give businesses a more particular insight of theconsumer's point of view by identifying the characteristics that impact purchasing behavior

on the social network Instagram At the same time, commercial businesses may use theresearch's recommendations to improve the competitiveness of their services andcommodities in order to attract and satisfy their consumers' wants At the same time, theresearch suggests that the provider employ efficient techniques to contact users, assisting inidentifying the benefits and drawbacks of this program, and therefore continually enhancingand polishing it to satisfy clients

1.7 Structure Of The Research

Chapter 1: Introduction to the research problem.

Providing an overview of the research situation, research aims, objects, researchscope, research methodologies, practical importance, and topic structure

Chapter 2: Theoretical foundations and research models

This chapter's content offers the research topic's concept, important theoreticalframeworks, and elements influencing buying behavior on the social network Instagram

Build a suggested research model to describe the problem and advocate for the researchsubject from there.

Chapter 3: Research Methodology.

In order to solve the research problem, in this chapter, the group presented theresearch process, the steps of construction, research design and research methods of the topic

Chapter 4: Analysis of the research results.

Apply research methods to analyze data, thereby classifying variables, correcting theproposed research model accordingly and presenting the results of the research process of thetopic

Chapter 5: Conclusion and proposal of research results.

Summarize and draw conclusions from the research results, from which the researchteam's recommendations are made for Instagram users and retail businesses on this socialnetworking site At the same time, it points out the limitations of the study and proposesfuture research directions

Chapter 2: Theoretical Foundations And Research Models

2.1 Definition 2.1.1 Consumer Behavior Theory (Philip Kotler)

Up to now, there are many different views on consumer behavior

According to Leon Schiffiman, David Bednall and Aron O'cass (1997), consumerbehavior is the dynamic interaction of factors affecting perception, behavior and environmentthrough which people change their lives.

According to Peter D Bennet (1988), consumer behavior is the behavior thatconsumers display in finding, purchasing, using, and evaluating products and services thatthey expect will satisfy their needs their individual needs

According to Charles W Lamb, Joseph F Hair and Carl McDaniel (2000), consumerbehavior is a process that describes the way in which consumers make decisions aboutchoosing and discarding a product or service

Consumer buyer behavior is considered to be an inseparable part of marketing andKotler and Keller (2011) state “consumer buying behavior is the study of the ways of buyingand disposing of goods, services, ideas or experiences by the individuals, groups andorganizations in order to satisfy their needs and wants”

Figure 1 - Model of consumer's behavior (source: Kotler and Keller (2006)

Marketing management (12 th edition), New Jersey, Pearson Prentice Hall, p 184)

Kotler identifies 2 types of stimuli: marketing and others Marketing stimuli areproducts & services, price, distribution, communications In other words, it’s a marketing mix(4P) This is a group of incentives that marketers can directly manage Therefore, you need toremember that all 4 components must be in balance Other stimuli include economic,technological, political, and cultural factors Unfortunately, it is quite difficult to influencethese factors, and we can only take them into account.

Consumer characteristics is a group of factors that affect the mindful purchasingbehavior of the consumer They change over time This group includes:

● Cultural factors: culture, subculture, and social class

● Personal factors: age, stage of the family life cycle, profession, income perfamily, lifestyle, etc

● Social factors: membership groups, reference groups, family, social roles, andstatus

Psychological factors are often hidden Sometimes even customers themselves cannotanalyze them They include:

● Motivation There are 3 groups of motives: rational, emotional, and irrational

● Perception This is the way we interpret information and analyze it

● Learning This is the previous experience and knowledge that affectcustomers’ behavior

● Memory If customers have remembered your brand via advertising and theyhad a great experience, they will more likely make repeat purchases

The consumer purchasing cycle usually has 5 steps:

● Problem recognition: Recognizes the need for a service or product.

● Information search: Gather information The information search phase, toclarify the choices consumers are offered, consists of two steps:

○ Internal Search: Involves searching in memory to evoke previous experiences

or knowledge related to problem solving The inner search usually servesfrequently purchased products

○ External search: Necessary when the experience or knowledge In the past, itwas not enough to provide information to consumers

● Alternative evaluation: Consumers depend on the information gathered tomake purchase decisions Buyers will purchase the product they believe will provide the mostsatisfaction at the most fair price Sometimes judgment is based on rigorous calculations andrational reasoning, while other times it is based on emotional outbursts

● Purchase decision (Makes actual purchase): The customer has acquired apreference for the brands in the selection set during the assessment stage Customers can alsoestablish the intention to purchase their favorite brand However, two more factors canintervene between purchasing intention and purchase decision:

○ The first factor is other people's attitudes The extent to which someone'spreferences are undermined by the attitudes of others is determined by twofactors: (1) The ferocity with which the opposing party objects (2) Themotivations of consumers to follow the wants of others The greater theopposition and the closer someone is to the customer, the more likely they are tochange their buy intention

○ The element of surprise is the second consideration Unexpected situationalelements might surface as the customer is about to act, changing his or heropinion.

● Post-purchase evaluation: Reflects on the purchase they made Whether thưyare happy or dissatisfied with your purchase, it still influences the customer's next promise.And if the consumer is happy with the goods, there will be:

○ Long-term loyalty

○ Purchase more

○ Highlight the positive aspects of the product

○ Less concerned about pricing

When customers are dissatisfied with a product, they exhibit the followingbehaviors:

○ A direct response to where they purchase the goods…

○ Stop purchasing the stuff

○ Inform friends and family about the negative aspects of the product

➢ As a result, businesses must offer information to their customers after selling

to them Direct selling and advertising may be used to convince customers that they aremaking the proper decision

2.1.2 Online Shopping On Social Medias

2.1.2.1 Online shopping.

Online shopping has become one of the familiar and key forms of consumption ofpeople after many impacts from the Covid-19 pandemic Many reports predict this methodwill continue to be popular and maintain even in the new normal

Around the world, there are many different conceptions of online shopping Some ofthe views of prominent authors are as follows:

Lohse and Spiller (1998) define online buying behavior of customers as being based

on website interfaces and product pictures provided online Some organizations have usedonline sales instead of traditional sales for reasons such as lowering transaction costs,searching, building a broader market, and lowering prices (Alba, 1997)

Customers conduct their shopping through virtual stores/online retailers on websites.During this procurement procedure, the buyer and seller/salesperson have no direct touch; alltransactions are conducted via the internet (Kolesar and Galbraith, 2000; Lester and partners,2005)

According to Monsuwe and partners (2004), online shopping is the behavior ofconsumers in shopping through online stores or websites using online purchases

According to Haubl and Trifts (2000), online shopping refers to purchases of goodsand services performed by consumers through a computer-based interface by whichcomputers interact with digital stores retailer's goods through a connected consumercomputer network

Online shopping, as described by Monsuwe, Dellaert, and K D Ruyter (2004), is theconsumer's behavior in purchasing through online businesses or websites using onlinepurchases.

Online shopping as defined by Mastercard Worldwide Insights (2008) is the process

of purchasing goods and services from merchants selling over the internet Online shopping isalso known by other names as internet shopping, electronic shopping, online shopping orinternet shopping

Kim (2004) further defines internet shopping as looking at, searching for, browsing orviewing a product for more information with the intention to purchase on the Internet

Looking at it from another angle, Chiu and partners (2009) consider online shopping

as an exchange of time, effort and money to receive products or services

The rapid growth of the internet and e-commerce has had a significant impact on howcustomers surf the web and access product information (Soopramanien and Robertson, 2007).(Moe and Fader, 2004) Customers are convinced to buy when they shop online because theyreceive benefits (Ha and Stoel, 2009)

In a summary, online shopping occurs when customers purchase products andservices through the internet Online transactions comprise Internet behaviors such as seekinginformation, ordering, and paying Moreover, internet buying encompasses a larger societalchange process, the market is defined by globalization, and the

The present economy's revolution is centered on knowledge, information, andtechnology in everyday life

2.1.2.2 Social media.

For digital communications, a network including nodes (people) and ties(relationships between them) is employed This type of program is known as social media(SN), and it is changing the way people communicate That new mode of communication,brought about by SN, has progressed from a marginal occurrence to widespread usage Sinceits inception, social media have drawn millions of members, with many of them incorporatingthese sites into their everyday routines

People use social media for a variety of reasons You may use the social mediaplatform for communication, messaging, entertainment, and information, among other things

As it grows and expands, social media provides incredibly promising commercial, marketing,and sales prospects power

Members of social media may easily connect with and contact any other member ofthe community, but they must be on the same social platform As life improves, societygrows stronger and more evolved on a daily basis This not only provides consumers withstandard entertainment value, but it also supports online business and marketing in the 4.0era

What social medias bring include:

● A diversified world with various news, expertise, and trends that are regularlyand thoroughly updated for users

● Social media expands the reach of journalism and services by capitalizing ontechnological advancements

● Allow users to connect with friends from all across the world, deliveringvarious amazing experiences Friends, families, and the larger community are brought closertogether through the social media system All boundaries have been lifted between people

separated by geography Social media may help you enhance your quality of life, as well asyour skills and knowledge.

● Social media provides options for free promotion of services/products,facilitating online revenue for enterprises As a result of efficient marketing methods,businesses and people may establish brands

● Simply connect to the Internet from anywhere and at any time to join socialmedia for enjoyment, learning, or work

● You may advertise your skills and abilities by sharing movies and photographswith your friends on social media You may also discuss it and express your personalopinions about it.t joining a social media

Social media has come a long way since it was first introduced in the 1990s, from aplatform to connect friends and family to a place where people can interact with their favoritebrands They share their viewpoints and provide updates on global happenings Growing upwith technology, Generation Z (born 1995 to 2015) spends more time on social media thanprevious generations

2.1.2.3 Online shopping on social media.

Social media have become one of the most crucial communication channels forbusinesses in an era when the Internet has become an essential part of everyday life It may

be claimed that a brand's social media presence has a significant impact on its accessibilityand awareness among customers

According to statistics, the number of social media users today is 4.62 billion people,3.1 times higher than the number of 1.48 billion announced in 2012 This means the number

of social media users is growing at a compound annual growth rate of 12% Data from GWIshows that nearly 6 out of 10 working-age Internet users (58.4%) now buy something online

every week, and this number will continue to grow throughout 2021 As a result, nearly threeout of ten of people (28.33%) now shop for groceries online at least once a week, with thetotal number of online grocery consumers increasing by 10% in only the last six months.Meanwhile, the supermarket industry's expenditure expanded at a quicker rate than thenumber of customers.

According to Statista's Digital Market Outlook, online expenditure in the Food andBeverage categories increased by more than 35% in 2021, bringing the total yearly revenue inthese two categories to $588 billion

Currently, users tend to buy cheap items through their social media accounts ratherthan expensive items And this trend will continue in the near future This is reasonablebecause users usually do not want to spend too much money on shopping They'd rather dotheir research and check out the products in the store than risk buying something they don'treally need

In addition, as the social commerce field is still new, there are still many potentialrisks for some people One might buy a $20 piece of jewelry, but would consider it and beless likely to buy a genuine diamond ring on social media

2.1.3 Instagram

Instagram is a photo and video-sharing social networking website created by KevinSystrom and Mike Krieger in 2010 and recently bought by Facebook Inc Users can postimages to the app, which can then be altered using filters and grouped using hashtags andlocation sharing

Data published in the platform’s self-service advertising tools in April 2022 indicatedthat marketers could reach the following worldwide audiences using ads on Instagram:

● 433.6 million users aged 18 to 24 (30.1% of Instagram’s total ad audience)

● 462.8 million users aged 25 to 34 (31.6% of Instagram’s total ad audience)

● 232.3 million users aged 35 to 44 (15.8% of Instagram’s total ad audience)

● 112.1 million users aged 45 to 54 (7.8% of Instagram’s total ad audience)

● 53.9 million users aged 55 to 64 (3.7% of Instagram’s total ad audience)

● 30.4 million users aged 65 and above (2.1% of Instagram’s total ad audience)

Instagram has a great ability to drive engagement these days, and businesses can makethe most of every opportunity to reach the more than 1.4 billion users on the platform Soshopping on Instagram has become familiar to app users

2.2 Theoretical Basis 2.2.1 Theory Of Reasoned Action - TRA (Ajzen Và Fishbein)

Theory of Reasoned Action (TRA) was developed by Ajzen and Fishbein in 1967 andadjusted and expanded over time The TRA model (Ajzen and Fishbein, 1975) shows thatconsumption propensity is the best predictor of consumption behavior To be more interested

in the factors that contribute to the buying trend, consider two factors, which are the attitudesand subjective standards of customers

In the TRA model, attitudes are measured by the perception of product attributes.Consumers will notice attributes that provide necessary benefits and have varying degrees ofimportance If the weights of those attributes are known, it is possible to roughly predict theoutcome of the consumer's choice

Subjective normative factors can be measured through people related to consumers(such as family, friends, colleagues, ); these people like or dislike what they buy The degree

of impact of the subjective norm factor on consumers' buying propensity depends on: (1) the

degree of support/opposition to consumers' purchase and (2) the consumer's motivation to do

so according to the wishes of the influencers

Figure 2 - Theory of Reasoned Action – TRA (Fishbein & Ajzen, 1975)

Model Limitations: The biggest limitation of this theory comes from the assumptionthat behavior is under the control of the will That is, the theory applies only to premeditatedconscious behavior Unreasonable behavioral decisions, habitual actions or behaviors that areactually considered unconscious, cannot be explained by this theory (Ajzen and Fishbein,1975) That's also why there was the birth of the theory of intended behavior (TPB)

➢ It can be said that the Theory of Reasoned Action (TRA) is one of theimportant theoretical foundations in studying the factors affecting the purchasing behavior onthe social network Instagram of students

2.2.2 Theory of Planned Behavior - TPB (Ajzen)

Theory of Planned Behavior (TPB) is considered an improvement of the theory ofrational action TRA, often mentioned and discussed with TRA This makes sense, since theTPB reinforces and adds to the assumptions in the TRA The theory of intended behavior

maintains that what TRA claims about human behavior is governed by a person's attitudesand behavioral intentions characterized by the presence of social rules and practices willcontrol However, it incorporates a number of modifications that allow for greater accuracyand reliability in understanding a person's attitudes and predicting his intentional, plannedand resulting actual behavior.

With slight revisions, the theory of intentional behavior preserves the essentialassumptions of The Theory of Reasoned Action

An individual's intentions, based on the assumptions in the TRA, mostly reflect hispersonal attitude, or their assessment of how advantageous an action is His perceived ideasand views of the behavior will also have an impact

The subjective norms with which the individual is exposed or secretive will have animpact on his intentions, just as they did in TRA This is to acknowledge man's natural state

as a social being, so that he can be certain of what others think and believe More often thannot, if society shows general support for an action, it is very likely that the individual willthink the same, his intentions largely shaped by the degree of approval (and disapproval).consent) of family, friends, co-workers or other trusted people

Individuals' intentions and resulting behaviors are influenced by perceived controlover their behavior, or what they think and believe is the ability to perform or engage in saidbehaviors

Figure 3 Theory of Planned Behavior – TPB (Ajzen, 1991)

2.2.3 Technology Acceptance Model - TAM model (Davis)

Technology Acceptance Model (TAM; Davis, 1989) has been one of the mostinfluential models of technology acceptance, with two primary factors influencing anindividual’s intention to use new technology: perceived ease of use and perceived usefulness

An older adult who perceives digital games as too difficult to play or a waste of time will beunlikely to want to adopt this technology, while an older adult who perceives digital games asproviding needed mental stimulation and as easy to learn will be more likely to want to learnhow to use digital games While TAM has been criticized on a number of grounds, it serves

as a useful general framework and is consistent with a number of investigations into thefactors that influence adults’ intention to use new technology (Braun, 2013)

Figure 4 Illustration of the Technology Acceptance Model (TAM)

2.2.4 Theory of Perceived Risk, (Bauer, R.A.,1960)

Theory of Perceived Risk (TPR), Bauer, R.A (1960) suggested that risk perception inthe online shopping process includes two factors: (1) Perceived risk related toproducts/services and (2) Perceived risk related to transactions online

Perceived Risk with Product/Service (PRP) component, perceived risk types: loss offunctionality, loss of finance, loss of time, loss of opportunity and perception total risk withthe product/service (the sum of the consumer's perceived uncertainty or anxiety whenpurchasing the product)

Perceived Risk in the Context of Online Transaction (PRT): There are 4 types of risksthat can occur when consumers make e-commerce transactions on different methods.convenience - electronic devices: privacy, security - authentication, non-repudiation, andoverall perceived risk of online transactions on online transactions

2.3 Factor affecting 2.3.1 Access convenience

In the technology acceptance model (TAM), perceived usefulness and perceived ease

of use affect the attitude or attitude to use, the attitude of use affects the intention, and theintention will influence the actual information system acceptance behavior

Users have thoughts and perceptions that purchasing ease is more crucial now thanever before Routines keep shoppers busy, and more than a third believe they have less sparetime As a result, people want services with more accessible features that save them time andmoney Similarly, Instagram users anticipate that the advantages of this social networking sitewill make buying more convenient If customers feel the features on Instagram bring a lot ofconvenience in accessing products, they will want to take advantage of those features inchoosing products to meet their needs themselves and when customers feel these featureswill not be convenient in accessing as desired, they will not be willing to use Instagram socialnetwork to serve their shopping needs anymore So, the hypothesis posed is:

H1: There is a positive relationship between Access Convenience and Consumer

Behavior on Instagram

2.3.2 Visual Communication

Visual communication is defined as a compound concept from two terms:Communication and Visual, called Visual Communication

Visual communication is a way of communication that is performed through the use

of the sight It might be anything from eye contact to something like a map, a chart, a facialexpression, a signal or a poster It can also include the graphics, books, animation,illustration, painting, interactive web design, advertising,and the short film All of these have

a wonderful message attached to them These can be more powerful than words individually

It expresses an idea and gives a piece of information with the use of the different signs,gestures, postures, and anything that can be expressible It has the ability to inform andeducate an individual or a group of people Consider how, while driving on an unfamiliarroad, we continuously inquiring about the destination However, if you have a visualcommunication medium, such as a map, you can easily find your way without assistance

Visual communication can be defined as anything that delivers information in a pleasing andunderstandable manner People prefer visual communication over verbal communicationbecause signs and symbols provide all of the necessary information.

In content marketing, Visual Communication is simply understood as a way ofmarketing content with images However, in the era of digital media development, it alsoincludes more diverse forms such as videos, infographics, impressive slides to convey themessage of products and brands to users in the most vivid way

Studies indicate that visual appeal has an indirect influence on purchasing behaviorthrough a number of factors such as consumer satisfaction and website quality (Wells, 2011).Visual communication conveys a message to consumers and that is the first thing they feel assoon as they see any product It stimulates the perception and conveys the message quickly,evokes the properties and images of the product, etc So if users are attracted to Instagram atfirst use, they will likely continue to use Instagram as an indispensable network Not onlythat, but the visual impact of the branding and visual design for commercial enterprise brandsbased on the application platform will attract customers and cause them to have intentions.It's fair to say that the aesthetic appeal of an interface is one of the most critical variables indeciding user loyalty to an app, and Instagram has done a fantastic job of building user-friendly interfaces Simultaneously, it creates circumstances for businesses to attractcustomers through image design and branding

H2: There is a positive relationship between Visual Communication and Consumer

Behavior on Instagram

2.3.3 Engagement Rate

When using any social networking site, specifically Instagram, we can update ourpersonal stories or update certain issues for everyone to see People who follow you can then

view and comment on the issue via the stories and photos feature This is referred to as anInstagram interaction For businesses on Instagram, the more interaction on the post, the more

it attracts users, and if the product marketing article receives a good amount of interaction,the opportunity Sales will increase significantly Not only that, but social networks are apotential advertising environment because this is the environment with the highest level ofinteraction between people, particularly social networks

H3: There is a positive relationship between Engagement Rate and Consumer

Promotion is demand stimulating activity designed to supplement advertising andfacilitate personal selling It is paid for by the sponsor and frequently involves a temporaryincentive to encourage a purchase Many sales promotions are directed at consumers Theyare designed to encourage the company’s sales force or other members of its distributionchannel to sell its product more aggressively Promotion includes activities such as contests,trade shows, in- store displays, rebates, samples, premiums, discounts, and coupons

2.3.4.2 Advertising

Advertising is the major component of products’ promotion.It is an impersonal masscommunication that the sponsor has paid for and in which the sponsor is clearly identified

The most familiar forms of ads are found in the broadcast (TV and radio) and print(newspapers and magazines) media However, there are many alternatives, from direct mail

to billboards and from the telephone directory to a yellow page

Based on the theory of consumer behavior (Philip Kotler), the evaluation factor ofalternatives will directly affect the purchasing decision of consumers They tend to buypromotional products at reasonable prices and are approached through appropriateadvertising Therefore, the hypothesis is:

H4: There is a positive relationship between Promotion & Advertising and Consumer

in uncovering consumer behavior online (Moorman, Deshphande and Zaltman 1993)

Quinton and Hariadge - March (2006) assess that developing consumer confidence is

a vital challenge for sales units Trust is the backbone and plays an important role in thesuccess of selling activities on the social network Instagram Therefore, the hypothesis is:

H5: There is a positive relationship between Customer Confidence and Consumer

Behavior on Instagram

2.3.6 Social influence

Social influence is a comprehensive concept to discuss It is the result of ‘the real,implied, or imagined presence or actions of other individuals’ (Latané, 1981) The Oxford

Dictionary (Colman, 2001) describes it as ‘any process whereby a person’s attitudes,opinions, beliefs, or behavior are altered or controlled by some form of socialcommunication It includes conformity, compliance, group polarization, minority socialinfluence, obedience, persuasion, and the influence of social norms’.

Social influence is understood as, his/her family, friends, co-workers or significantothers advise them to perform or not to perform a certain behavior Research by Ho ThiHuong Lan and Chen (2014) said that social influence is divided into two specific groups.Internal influence groups include, family, friends, colleagues and external influence groupssuch as television advertisements, social networks, magazines, media Studies by Edwardsand Eriksson (2014) , Ho Thi Huong Lan and Chen (2014), Srinivasan (2015) show that thesocial impact factor has a positive influence on consumers' intention to buy clothes online.Therefore, the hypothesis is:

H5: There is a positive relationship between Social influence and Consumer Behavior

on Instagram

2.3.7 Online Shopping Behavior

According to Philip Kotler, the behavior of online shoppers is influenced by internal(personal, psychological) and external (cultural, social) factors Usually when studyingbehavior, studies often use descriptive research to learn about the behavioral characteristics

of consumers displayed in the buying process Consumers' preference for social media andmedium and short video viewing has paved the way for commerce to take place as theyexplore through these channels

2.4 Proposed Research Model

Figure 5 Proposed research model

Chapter 3: Research Methodology

3.1 Research Design

To create, calibrate, and assess research idea scales and test hypotheses, the study will

be merged utilizing information processing methods such as qualitative research methods andquantitative research methods

3.1.1 Research methods

The research will be conducted in two stages: (1) preliminary qualitative research and(2) formal quantitative research

Research methods Technology

Qualitative ● Exploratory by nature

(Preliminary) ● A preliminary questionnaire allows for direct

investigation of ideas and descriptions

● Hand-to-hand talk, with a total of ten participantsinterviewed

● Focus on understanding the elements influencing thestudy model's use trend, calibrating the scale, andassociated ideas and words

● SPSS 20 was used to do statistical analysis on the data

Table 1: Research methods

3.2 Qualitative Research 3.2.1 Purpose And How To Do It

3.2.1.1 Purpose.

Qualitative research is a type of exploratory study in which information is gatheredqualitatively by dialogue and logical procedures The qualitative research phase seeks toassess:

● After altering and adding observed factors to the scale of customers' perceivedvalue for the Instagram social network, assess the applicability of the scales

● Examine the wording in each question of each observed variable to verify thatthe majority of respondents comprehend the accurate and clear meaning

● Preliminary investigation of the correlation of the study model's hypotheses

The findings of qualitative research are used to create a questionnaire for quantitativeresearch and to better understand customers' attitudes regarding purchasing on Instagram.From there, you may change and add a number of acceptable scales, as well as eliminatescales that are not fit for research aims, service characteristics, or markets

❖ The order of conducting the survey:

Use a dual approach based on a predetermined outline of all necessary patternelements As follows:

● Introduce the user to the research subject briefly

● Introduce users to Instagram shopping services, such as how to shop, whatconvenient services and benefits can be obtained from purchasing online on Instagram

● Discover user information such as: have you heard of the social networkInstagram, know information about the social networking platform Instagram by whichcommunication channels, the criteria customers are interested in online purchasing, and so

● Is it reasonable to compare the elements in the model using the preliminaryscale questionnaire to the real situation?

● Preliminary interview data are used to amend and enhance the scale in order tobetter meet current research, service, and market objectives

After the preliminary interview data are obtained, a scale for the issue will bedeveloped

3.2.1.3 Scale design.

The scale employed in this study to quantify the variables is based on TPR risk perceptiontheory, TAM technology acceptance model, TPB theory of planned behavior, and TRA rational actiontheory At the qualitative research stage, the scale was reviewed and altered to meet the topic's scale

3.2.2 Preliminary Survey Results And Calibration Of The Scale For The Topic

3.2.2.1 Scale of access convenience.

The letter "AC" denotes ease of access This notion is measured using fourobservations, represented by the letters AC1 through AC4 This scale's observable variablesare measured on a five-point interval scale The following observable variables are included

in the Accessibility scale results:

● I have easy access to the product I want to buy at any time: AC1

● Instagram features that make it easier to find the product information I need:AC2

● A business that can get my attention through Instagram's Follow feature: AC3

● I easily ask for product information through Instagram's Comment and Directfeatures: AC4

3.2.2.2 Scale of visual communication.

"VC" stands for visual communication This notion is measured using threeobservations, labeled VC5 through VC7 This scale's observable variables are measured on afive-point interval scale The following factors were identified in the Visual Communicationscale results:

● I find the Instagram interface easy to see the product: VC5

● I'm easily attracted to Instagram sales posts: VC6

● I tend to be attracted to businesses that have invested in brand images onInstagram: VC7

3.2.2.3 Scale of engagement rate.

"ER" denotes popularity and involvement This idea is measured using threeobservations, labeled ER8 through ER10 This scale's observable variables are measured on afive-point interval scale The popularity and interaction scale results contain the followingobservable variables:

● I tend to shop at businesses with high Instagram following: ER8

● I'm attracted to sales posts with lots of likes and comments: ER9

● The speed at which Instagram business responds to my buying decisions:ER10

3.2.2.4 Promotion and Advertising Scale.

"PA" stands for Promotion and Advertising This notion is measured using fourobservations, labeled PA11 to PA14 This scale's observable variables are measured on afive-point interval scale The Promotion and Advertising scale results comprise the followingobservable variables:

● I have easy access to stores that run ads through Stories and Instagram Posts:PA11.

● I tend to buy if the business has a promotion: PA12

● I'm inclined to buy it if the business supports free shipping: PA13

● I feel Instagram ads influenced my choice: PA14

3.2.2.5 Customer Confidence Scale.

The variable that was noticed "CC" stands for customer trust The three observationsused to assess this idea are designated by the letters CC15 through CC17 This scale'sobservable variables are measured on a five-point interval scale The following observablefactors are included in the customer trust scale results:

● I feel secure because my personal information will be secure when makingpurchases on Instagram: CC15

● I have chosen stores in Instagram because of the support policy, order returnpolicy: CC16

● I believe that when I shop on Instagram, the product I receive is qualityassured: CC17

3.2.2.6 Scale of social influences.

The effect of external factors is signified by the letter "SI." SI18 through SI20 are thethree observations used to measure this concept This scale's observable variables aremeasured on a five-point interval scale Scale outcomes External impacts include thefollowing variables that have been observed:

● I trust to buy products recommended by family and friends: SI18

● I tend to buy products used or promoted by celebrities: SI19.

● I trust to buy from businesses with good reviews from customers: SI20

3.2.2.7 Shopping Behavior Scale.

The purchasing behavior is signified by the letter "SB." This notion is measured usingfive observations, labeled SB21 through SB25 This scale's observable variables aremeasured on a five-point interval scale The following observable factors are included in thescale of purchasing behavior results:

● I shop on the social network Instagram because it is easy for me to find andview the product: SB21

● I shop on the social network Instagram because the seller is friendly whenanswering my questions: SB22

● I shop on the social network Instagram because a business has a promotion orfree shipping: SB23

● I shop on the social network Instagram because the business promises to return

it if the product I receive is not of the quality I want: SB24

● I shop on the social network Instagram because I can see other consumerreviews of the product: SB25

According to the qualitative study findings, the research model "Survey On FactorsImpact On Students' Shopping Behavior On Instagram Social Networks" continues to employsix notions of components influencing purchasing behavior A 5-point Likert scale with thefollowing levels is used to measure observable variables utilized for the notion of measuringfactors influencing students' purchase behavior on the social network Instagram.(1) Totallydisagree, (2) Disagree, (3) Neutral, (4) Agree, (5) Totally agree After conducting interviews