Purpose

This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors.

Design/methodology/approach

A survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2).

Findings

Results indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein.

Originality/value

While online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.

中文翻译：

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了解 Instagram 在年轻消费者购买和购买后评价行为中的作用

目的

本研究探讨了著名社交媒体平台 Instagram 在美国年轻人（18-27 岁）在线购买服装并与服装数字档案互动时的消费决策过程中所扮演的角色品牌。具体来说，本研究比较了千禧一代和 Z 世代消费者在 Instagram 上的购买和购买后评价行为，并调查了消费者对 Instagram 的信任对这些行为的作用。

设计/方法论/途径

开发了一种调查工具来探索关键变量，包括消费者在 Instagram 上的购买和购买后评价行为、消费者对 Instagram 的信任以及人口统计因素，改编自 Ko (2018)、Djafarova 和 Rushworth (2017) 的先前作品，以及赫兰多等人。（2019）。通过 Qualtrics 参与者小组服务 ( N = 226)收集调查回复，然后使用 JMP Pro（版本 14.2）进行编码和分析。

发现

结果表明，几个关键变量之间存在统计显着的平均差异，包括千禧一代和 Z 世代在 Instagram 上的购买后行为、在 Instagram 上分享有关品牌体验的反馈的意愿以及对 Instagram 内容的信任。此外，我们还确定 Instagram 上的购买和购买后行为会根据消费者是否信任 Instagram 及其内容而显着不同。

原创性/价值

虽然之前已经研究过在线消费者行为，但年轻人使用 Instagram 对他们在服装行业的购买和购买后评价行为的影响尚未得到彻底研究。这项研究的结果为不同代际的年轻成年消费者在 Instagram 上的购买和购买后行为提供了有意义的见解。他们证明，与年轻人建立信任对于品牌在 Instagram 上吸引这一人群的成功至关重要。