A Study on Perceived Usefulness and Ease of Use of Instagram in Online Purchases: TAM Approach

This research treats the issues that affect consumers' online purchasing intention on Instagram and as a result using Technology Acceptance Model (TAM). As social media commerce is rapidly growing, it is necessary to comprehend the impacts of perceived usefulness on perceived ease of use on consumer attitude and buying intention. The study is represented as a quantitative work with a structured questionnaire to be given to 150 Instagram users of the age of 18-35 years. The causal relationships that the study explores are between Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Attitude toward Use (ATT), and Purchase Intention (INT). Analysis of data was done in terms of descriptive statistics, reliability test, correlation and regression analysis. The results show that perceived ease of use is an important determinant of perceived usefulness and attitude to Instagram shopping. The attitude and perceived usefulness were established to influence purchase intention in a strong positive manner. The findings support the relevance of TAM in providing an understanding of consumer behaviour in Instagram-based online shopping. The research adds to the social media marketing literature as it offers empirical data in the form of the effect of platform usability and perceived benefits in influencing consumer buying decisions.