Abstract
This study investigates how the effects of Instagram usage motivations affect fashion and beauty Instagram attributes that influence impulse purchase intention in Korea and Spain. 350 usable questionnaires were obtained from two regions; subsequently, the data was analyzed by using factor analysis, Cronbach’s alpha, and regression analysis using SPSS 26.0. The study results indicated that Instagram usage motivations influenced the perception of fashion and beauty Instagram attributes. Fashion and beauty Instagram attributes influenced impulse purchase intention. However, the results point to differences between Korean and Spain Instargram users in the factors related to impulse purchase intention. This study contributed to expanding the knowledge on the usage motivations of Instargram and impulse buying intention for fashion and beauty products among Korean and Spanish Instargram users.
Published Version
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