Investigating Taiwan Instagram users’ behaviors for social media and social commerce development

Abstract

Instagram is a social media which refers to an online media platform that supports users' social behaviors, including parallel communication, interaction, leisure and entertainment. However, the evolution of today's online market and continuous changes in business models are critical factors driving the growth of the social commerce market. This study aims to investigate social media behaviors and social commerce analysis on Taiwan Instagram users on social media/networks and purchase behavioral preferences of different cluster groups in terms of suggesting social media and social commerce development. This study first stage is to develop a big data structure using a relational database approach. Based on an empirical survey in Taiwan, a total of 1,954 valid questionnaires response was incorporated into a database. The second stage is to implements big data analytics methods, including Apriori algorithms and Cluster analysis, to investigate Instagram users’ profiles and their social media and social commerce preferences.