The Good, The Bad, and The Ugly About Insta Shopping: A Qualitative Study

Abstract

Instagram, as many social media platforms, has been increasingly used by users to shop for goods and products from business or other individuals. Recently, studies have shed lights on acceptance and usage of Insta shopping from users’ perspectives by following popular technology models, such as technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT). However, more rich and in-depth insights about using Instagram for commercial purposes within a certain context are yet to be discovered. Therefore, this study aims at discovering experiences and interactions with Insta shopping, the factors and the drivers that impact users’ acceptance of Insta shopping, the weight of each factor (degree of consensus among participants), and their direction (positive, negative, or both). The study followed a qualitative approach, by creating four homogeneous focus groups (six participants each) of IT students in United Arab Emirates (UAE) universities. The data analysis approach considered is an axial coding technique as part of the grounded theory, which includes open coding, axial coding, and selective coding stages. The results revealed that the time factor, trust in Insta shops (and its drivers such as reviews, word of mouth, trading license, and others), distrust (and its drivers such as fake comments and reviews, extremely low prices, and others), and the associated risks (financial for losing money, security because of online payments, and some privacy issues) can impact users’ behaviors toward Insta shopping. Also, the study classified participants’ viewpoints and experiences’ themes into advantages, disadvantages, and issues that are associated with Insta shopping. The study indicated theoretical and practical implications and suggests future research directions.