Abstract
The present study aims to examine the opportunity of in-app shopping, more specifically, analyzing the influence of product tags and cultural background on consumers’ trust and purchase intention. For this purpose, a comparison was made between European and South American female consumers from two cultures: the Netherlands and Paraguay. A total of 225 subjects, 143 from the Dutch background and 82 from the Paraguayan background, participated in an experimental survey where they judged an Instagram product page (product tag: present vs. absent). The analysis of the results revealed that the Paraguayans had higher purchase intentions than the Dutch. Additionally, the presence of a text appeal in the visual product presentation had a direct positive effect on consumers’ purchase intentions and perceived trust in the shopping environment, for both the Dutch and Paraguayan cultural groups. In virtual web shops, perceiving trust is a decisive point for purchase intentions. This study contributes to the fast-growing investigations on social media effectiveness and visual marketing as an informative and persuasive tool. The findings pinpoint the synergic value of visual and textual cues of product presentation online in the atmospheric trust of in-app shopping.
Highlights
Online shoppers do not have the opportunity to directly examine, try, touch, or smell a product; detailed information about its characteristics and specifications gain special relevance
The analysis of the results revealed that the Paraguayans had higher purchase intentions than the Dutch
It is a reasonable conjecture that the effect of risk-reducing information in online purchases differs for consumers with culturally related differences in uncertainty avoidance (Mosunmola et al, 2019). To fill these two gaps, this study investigates the effect of the presence of an Instagram shopping tag on consumers’ trust and purchase intentions
Summary
Online shoppers do not have the opportunity to directly examine, try, touch, or smell a product; detailed information about its characteristics and specifications gain special relevance. In this respect, through in-app shopping, e-commerce continues to evolve as social commerce, with the capacity to further consumer interactivity. Through in-app shopping, e-commerce continues to evolve as social commerce, with the capacity to further consumer interactivity Social media platforms, such as Facebook, Twitter, YouTube, and Instagram, have developed new features to facilitate online shopping; among them is Instagram’s product tagging, which was introduced in 2018. The Instagram environment creates enjoyment and contentment, and the trust in the social network platform is transferred to the online shopping process; Instagram’s product-tagging feature reduces the uncertainty of consumers engaging in online purchases
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