Analysis of the effects of motivational variables on users' purchase intention (The case of :Instagram social network users)

Social media and online shopping have become a popular and growing shopping method in recent years. Trust is one of the main factors that increase online shopping. Other components that contribute to the intention to buy online are motivators. Incentives encourage users to buy products online. The purpose of this study is to investigate the effects of consumer motivations, including reward, social and empowerment, on online purchase intention through trust in apparel and fashion retailers on social media. The research method is survey-analytical and applied. The population of this research is Instagram social network users and people who tend to buy from Instagram social media pages. The sampling plan is non-probability and available sampling method is used. A questionnaire was used to data gathering. Validity and reliability of the questionnaire have been confirmed using construct validity as well as Cronbach's alpha. The data has been collected using a questionnaire from 384 users of the Instagram social network who have followed clothing and fashion sales pages. Amos and SPSS 18 software were used for data analysis. The results showed that reward, social, and empowerment motives directly affect the online purchase intentions of apparel buyers and also indirectly through trust. Also, trust fully mediates the relationship between empowerment motivation and online purchase intention of users.