The study on reasons behind deciding to use the services provided by Instagram for social commerce

Studies conducted on the social commerce show that such trading has rapidly grown in the past decade and continuation of this trend also indicates that social commerce has influenced the strategies of the companies. The main feature of this type of commerce includes, interaction among users, the content created by users and customer- oriented approach. Therefor, in this study, efforts have been made to explore the factors which contribute to customers of Instagram’s social commerce services. Objective wise, this research work is applied type and in terms of nature, is a descriptive survey and for gathering the required data, laboratory and field method have been used.
The statistic population of the study are all those Iranians that in Spring 2022 have used social commerce environments and specifically Instagram to purchase good and service. The sample population include 200 people who have been selected randomly. The validity of the questionnaire was confirmed by relevant experts and its reliability was confirmed by using Cronbach's alpha test. Analysis of the data indicates that factors that helps the customers to use services of social commerce of Instagram, include variables such as searching opportunity, evaluation, value creating, flexibility, accessibility, quality of services, attractiveness and innovation.