Exploring the Relationship Between Perceived Information Quality of Dessert Caf’e Instragram Accounts, Attitudes, Brand Attitudes and Behavioral Intentions Among University Students

Objective: This study conducted an empirical investigation into the influence of the perceived informational quality of dessert café Instagram accounts on attitudes of university students toward Instagram, brand perceptions, and behavioral intentions. Methods: This study collected 267 samples for empirical research, reviewed the reliability and fitness of the research model, and verified a total 11 hypotheses using the AMOS program(26.0). Then, this study used structural equations to verify the hypothesis. Results: Usefulness, playfulness, and reliability of Instagram information quality positively influence both Instagram and brand attitudes, which subsequently enhance behavioral intentions. Implications: These results highlight the critical role of positive attitudes toward Instagram and brand perceptions, fostered by the perceived quality of Instagram information, in shaping behavioral intentions toward dessert cafés.