Antecedentes preditores da intenção de compra: um estudo a partir de publicações no Instagram Stories de lojas de vestuários de moda feminina

Abstract

Currently, Instagram has become a consumer showcase and among the features available in the app, Instagram Stories is the most used for interaction and dissemination of products/brands in women's clothing stores. Thus, this research sought to identify the predictive antecedents of Intention to purchase Women's Fashion apparel from publications on Instagram Stories. To this end, a survey was conducted with a quantitative approach, descriptive nature, survey type with 187 female users of the social network Instagram. Based on the results found, empirical evidence of advertisements/publications in product stories, constancy in posts, description of product price in posts, use of engagement tools, advertisement of products through quick videos with background music were obtained, realization of tasters and posts in the stories of influencers using the brand's products directly influence the purchase intention of consumers, not being noticed a significant relation of the resource drags up in the purchase intention