The Impact of Instagram Stories on Tourists’ Consumption Behavior in Smart City Night Markets

Chin-Cheng Yang,De-Yen Liu,Kuo-Ching Wang,Ewa Rak,Tso-Yen Mao

doi:10.1155/2021/5509265

Abstract

With the development of information technology in Taiwan, night markets have improved their service performance by building information technology technologies, including Wi-Fi, cloud payment and mobile payment services, and QR codes. One of the most commonly used social networking sites among young people in Taiwan is Instagram (IG). In this study, we investigated whether users trust IG to provide sufficient security, and we found that the correctness of the trust information has a significant impact on their software use. This study focused on Taiwan’’s unique night market sightseeing experience and explored the use of Instagram by night market consumers. Questionnaire surveys and systematic sampling methods were used to survey consumers, and the number of valid questionnaires was 340. The results showed that the perceived usefulness and ease of use of IG Stories affected user attitudes, and user attitudes positively impacted behavioral intentions. Moreover, the attitude of night market consumers toward IG Stories was affected by trust, which in turn adjusted user behavior intentions. This research was the first to explore the experience of night market consumers using IG Stories. We concluded that night market vendors should strengthen their trust factor in order to have a positive attitude toward consumers and foster the higher behavioral intentions of consumers, which is essential for the successful promotion and marketing of night markets.

Highlights

Introduction e vigorous development ofTaiwan’’s IT technology is the cornerstone of Taiwan’’s progress toward a smart city. e term “‘smart city”‘ refers to the use of information and communication technology to make city service provision and management more efficient, transparent, and userfriendly, as well as how the network technology infrastructure can provide stable network signals and high-speed transmission speeds
We investigated whether users trust IG to provide sufficient security, and we found that the correctness of the trust information has a significant impact on their software use. is study focused on Taiwan’’s unique night market sightseeing experience and explored the use of Instagram by night market consumers
Studies of social media’s influence on purchasing behavior have incorporated trust in Technology Acceptance Model (TAM), including trust in social network members and in the social media itself, and the results have shown that social media can promote usage and social interaction, which leads to increased trust and purchase intention [24, 27,28,29]

Summary

Literature Review

E perceived usefulness of this study was related to the increased subjective perception of users to night market information and information sharing efficiency due to their use of Instagram Stories. Users’’ trust in using Instagram Stories included program functionality and privacy protection, which could affect users’ attitudes and behavioral intentions toward using Instagram Stories. Studies of social media’s influence on purchasing behavior have incorporated trust in TAM, including trust in social network members and in the social media itself, and the results have shown that social media can promote usage and social interaction, which leads to increased trust and purchase intention [24, 27,28,29]. Trust in the privacy security of social media has a significant positive impact on users’ intention to share information [26, 55]

Research Method

Results

Result