Factors forming the trust on social media purchasing and effect of the trust on purchase intention: Instagram sample

That Instagram is one of the most used social media platforms around the world which makes this application also one of the biggest global markets in the world. People or businesses may easily set up a virtual store by employing the application Instagram. However, in order to achieve success in Instagram, it is necessary to gain the trust of consumers just like in e-commerce sites. Aim of this study is to determine factors forming the trust in Instagram stores and effect of the trust in Instagram stores on the purchase intention. Within this scope, 439 people were surveyed, which were selected by means of convenience sampling method, lived in Turkey and are Instagram users. Descriptive questions in survey questions were analyzed by means of SPSS program. Variance-based structural equation modeling was employed for other analyses. Within this concept, SmartPLS was used. In the conclusion of analyses carried out, it was detected that factors pertaining to the propensity to trust, customer endorsement, user likes and number of the followers, the perceived integrity, perceived benevolence and perceived competence of an Instagram vendor have an effect on the trust of consumers in Instagram stores. Furthermore, it was concluded that the trust in Instagram stores had an effect on the purchase intention of users from Instagram stores. Key Words: Social Media, Instagram Stores, Consumer Trust, Consumer Trust in Instagram Stores, Factors Forming The Trust