Short answer

Design product discovery and purchase journeys on Instagram to cater to both impulse trend-seekers and pragmatic shoppers, while actively encouraging user-generated content and sharing.

Field: Innovation & Markets
Source: International Journal of Technology Transfer and Commercialisation (2023)
Method: Quantitative survey and structural equation modelling (SEM).
Sample: 205 participants
Evidence: Strong effect

Consumers are motivated to search for and purchase fashion on Instagram due to a combination of seeking the latest trends (hedonic) and valuing convenience and information (utilitarian). This innovation & markets research insight is drawn from a 2023 study published in International Journal of Technology Transfer and Commercialisation. Using Quantitative survey and structural equation modelling (sem). with 205 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design product discovery and purchase journeys on Instagram to cater to both impulse trend-seekers and pragmatic shoppers, while actively encouraging user-generated content and sharing.

Study

Innovation & MarketsRecentStrong effect

Instagram's dual appeal: Trend-driven and convenience-seeking shoppers drive fashion purchases and eWoM

Consumers are motivated to search for and purchase fashion on Instagram due to a combination of seeking the latest trends (hedonic) and valuing convenience and information (utilitarian).

International Journal of Technology Transfer and Commercialisation · 2023

Key Findings

01Both hedonic (e.g., latest trends) and utilitarian (e.g., convenience, information) motivations positively influence consumers' intention to search for garments on Instagram.
02Searching for fashion items on Instagram significantly correlates with purchase intentions.
03Users who search for fashion on Instagram are more likely to engage in eWoM activities, such as sharing items with friends and commenting on posts.

Application

Design takeaway

Design product discovery and purchase journeys on Instagram to cater to both impulse trend-seekers and pragmatic shoppers, while actively encouraging user-generated content and sharing.

How to apply

When designing a fashion brand's presence on Instagram, ensure that product imagery and descriptions appeal to both the desire for novelty and the need for practical information and a seamless purchase process.

Project actions

01When researching user motivations, consider both emotional desires (like trends) and practical needs (like convenience).
02Investigate how the visual and interactive nature of a platform can influence purchasing decisions and post-purchase sharing.

Method & Evidence

AimTo investigate the motivations behind consumers' fashion purchasing decisions on Instagram and their subsequent electronic word-of-mouth (eWoM) intentions.

MethodQuantitative survey and structural equation modelling (SEM).

ProcedureA survey was distributed online to gather data on shopper motivations and eWoM intentions. The collected data was then analyzed using SEM to test hypothesized relationships between motivations, search intentions, purchase intentions, and eWoM.

Sample205 participants

ContextSocial commerce, fashion retail, Instagram.

Variables

IV["Hedonic motivations (e.g., latest trends)","Utilitarian motivations (e.g., convenience, information availability)"]

DV["Intention to search for garments on Instagram","Purchase intentions","Electronic word-of-mouth (eWoM) intentions"]

CV["Demographics (age, gender)","Perceived cost","Perceived authority"]

Strengths & Limitations

Strengths

+Employs structural equation modelling (SEM) for robust analysis of complex relationships.
+Investigates both purchase drivers and post-purchase engagement (eWoM).

Limitations

The study's sample was limited to a specific demographic, and the results might not apply universally. The research also relies on self-reported intentions, which may not always reflect actual behaviour.

Reliability & validity

The use of SEM suggests a strong methodological approach to testing relationships, potentially enhancing internal validity. However, reliance on self-reported data might affect external validity and the accuracy of reported intentions.

Think critically

How might the influence of 'influencers' on Instagram further shape these hedonic and utilitarian motivations, and what design implications does this have for brands?

Design Principles

"Social commerce platforms should balance aspirational content with functional ease-of-use to maximize engagement and conversion."

Understanding these dual motivations is crucial for brands and designers operating on social commerce platforms. It informs content strategy, product showcasing, and the overall user experience to effectively capture consumer attention and drive sales.

What This Means for Your Design

People buy fashion on Instagram because they want the newest styles and find it easy to look for and buy things there. They also tend to tell their friends about what they find.

How to use in your project

1.Reference this study when discussing user motivations for purchasing through social media channels, particularly for fashion items.
2.Use the findings to justify design choices aimed at enhancing discoverability and encouraging user engagement on e-commerce platforms.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that consumers are motivated to purchase fashion on platforms like Instagram through a combination of seeking the latest trends (hedonic motivations) and valuing convenience and readily available information (utilitarian motivations). This dual appeal drives both search and purchase intentions, often leading to electronic word-of-mouth (eWoM) activities such as sharing products with peers.

Source

International Journal of Technology Transfer and Commercialisation

Investigating shopper motivations for purchasing on Instagram

journal · 2023

View source

Questions About This Research

What does the research say about instagram's dual appeal: trend-driven and convenience-seeking shoppers drive fashion purchases and ewom?: Design product discovery and purchase journeys on Instagram to cater to both impulse trend-seekers and pragmatic shoppers, while actively encouraging user-generated content and sharing. Evidence: International Journal of Technology Transfer and Commercialisation (2023).
Why does "Instagram's dual appeal: Trend-driven and convenience-seeking shoppers drive fashion purchases and eWoM" matter for design?: Understanding these dual motivations is crucial for brands and designers operating on social commerce platforms. It informs content strategy, product showcasing, and the overall user experience to effectively capture consumer attention and drive sales.
How can designers apply this research?: Design product discovery and purchase journeys on Instagram to cater to both impulse trend-seekers and pragmatic shoppers, while actively encouraging user-generated content and sharing.
What were the main findings?: Both hedonic (e.g., latest trends) and utilitarian (e.g., convenience, information) motivations positively influence consumers' intention to search for garments on Instagram.. Searching for fashion items on Instagram significantly correlates with purchase intentions.. Users who search for fashion on Instagram are more likely to engage in eWoM activities, such as sharing items with friends and commenting on posts.
What research method was used?: Quantitative survey and structural equation modelling (SEM). with 205 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from International Journal of Technology Transfer and Commercialisation.
What should I do differently in my next project?: When designing a fashion brand's presence on Instagram, ensure that product imagery and descriptions appeal to both the desire for novelty and the need for practical information and a seamless purchase process.
What are the limitations?: The study focused on female shoppers aged 18-43, and the findings might not be generalizable to other demographics or product categories.