Instagram Mega-Influencers’ Effect on Generation Z’s Intention to Purchase: A Technology Acceptance Model and Source Credibility Model Perspective
Abstract
:1. Introduction
2. Theoretical Background and Hypotheses
2.1. Theoretical Models
2.2. Hypotheses
3. Materials and Methods
4. Results
4.1. Measurement Model
4.2. Hypothesis Testing
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Demographic Variables | n | % | |
---|---|---|---|
Gender | Male | 194 | 39.0 |
Female | 303 | 61.0 | |
Age | 16 years | 32 | 6.4 |
17 years | 20 | 4.0 | |
18 years | 20 | 4.0 | |
19 years | 31 | 6.2 | |
20 years | 46 | 9.3 | |
21 years | 59 | 11.9 | |
22 years | 64 | 12.9 | |
23 years | 43 | 8.7 | |
24 years | 45 | 9.1 | |
25 years | 46 | 9.3 | |
26 years | 43 | 8.7 | |
27 years | 48 | 9.7 | |
Education | Grades 8–11 | 54 | 10.9 |
Grade 12 | 39 | 7.8 | |
Completed grade 12 | 169 | 34.0 | |
Diploma/certificate/degree | 172 | 34.6 | |
Postgraduate degree | 63 | 12.7 |
SCM and TAM Attitude Measures | FL | AVE | CR | Cronb.’s α |
---|---|---|---|---|
Attractiveness | ||||
Instagram mega-influencers with attractive characteristics capture my attention. | 0.897 | 0.629 | 0.834 | 0.748 |
Endorsers with attractive features can exert a positive influence on purchase. | 0.747 | |||
Instagram mega-influencers’ attractiveness builds better relationships with me. | 0.724 | |||
Expertise | ||||
I can purchase a product because an Instagram mega-influencer recommends it. | 0.746 | 0.641 | 0.877 | 0.853 |
Instagram mega-influencers’ knowledge/experience influences my purchase intentions. | 0.867 | |||
Instagram mega-influencers’ expertise influence my level of online engagement with brands. | 0.847 | |||
Instagram mega-influencers who have been viewed as experts tend to be more convincing. | 0.735 | |||
Perceived usefulness | ||||
Brands that are promoted by Instagram mega-influencers improve their performance. | 0.841 | 0.639 | 0.875 | 0.830 |
Products that are endorsed by Instagram mega-influencers increase their efficiency. | 0.831 | |||
Brands that are recommended by Instagram mega-influencers enhance their effectiveness. | 0.839 | |||
In general, I find Instagram mega-influencer product endorsements to be useful. | 0.674 | |||
Perceived ease of use | ||||
Product endorsements by Instagram mega-influencers are clear and understandable. | 0.673 | 0.643 | 0.877 | 0.832 |
Brands that are promoted by Instagram mega-influencers do not require much mental effort to understand. | 0.835 | |||
I find Instagram mega-influencers’ brand recommendations easy to use. | 0.853 | |||
I find it easy to interpret Instagram mega-influencers’ brand-related content. | 0.832 | |||
Intention to purchase | ||||
My willingness to purchase a product or brand endorsed by Instagram mega-influencers is high. | 0.841 | 0.698 | 0.902 | 0.885 |
The use of Instagram mega-influencers has a positive impact on my purchase decisions. | 0.812 | |||
I will use Instagram mega-influencer recommendations before purchasing a product online. | 0.805 | |||
I tend to keep buying products promoted by Instagram mega-influencers. | 0.883 |
Attractiveness | Expertise | Perceived Usefulness | Perceived Ease of Use | Intention to Purchase | |
---|---|---|---|---|---|
Attractiveness | 0.793 | ||||
Expertise | 0.426 | 0.801 | |||
Perceived usefulness | 0.453 | 0.584 | 0.799 | ||
Perceived ease of use | 0.644 | 0.458 | 0.512 | 0.802 | |
Intention to purchase | 0.451 | 0.429 | 0.496 | 0.514 | 0.836 |
Attractiveness | Expertise | Perceived Usefulness | Perceived Ease of Use | Intention to Purchase | |
---|---|---|---|---|---|
Attractiveness | |||||
Expertise | 0.697 | ||||
Perceived usefulness | 0.655 | 0.650 | |||
Perceived ease of use | 0.572 | 0.586 | 0.721 | ||
Intention to purchase | 0.609 | 0.781 | 0.578 | 0.545 |
SCM and TAM Attitude Measures | Tolerance | VIF |
---|---|---|
Attractiveness | 0.651 | 1.536 |
Expertise | 0.628 | 1.592 |
Perceived usefulness | 0.552 | 1.813 |
Perceived ease of use | 0.614 | 1.629 |
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Duffett, R.; Mxunyelwa, A. Instagram Mega-Influencers’ Effect on Generation Z’s Intention to Purchase: A Technology Acceptance Model and Source Credibility Model Perspective. J. Theor. Appl. Electron. Commer. Res. 2025, 20, 94. https://doi.org/10.3390/jtaer20020094
Duffett R, Mxunyelwa A. Instagram Mega-Influencers’ Effect on Generation Z’s Intention to Purchase: A Technology Acceptance Model and Source Credibility Model Perspective. Journal of Theoretical and Applied Electronic Commerce Research. 2025; 20(2):94. https://doi.org/10.3390/jtaer20020094
Chicago/Turabian StyleDuffett, Rodney, and Ayabonga Mxunyelwa. 2025. "Instagram Mega-Influencers’ Effect on Generation Z’s Intention to Purchase: A Technology Acceptance Model and Source Credibility Model Perspective" Journal of Theoretical and Applied Electronic Commerce Research 20, no. 2: 94. https://doi.org/10.3390/jtaer20020094
APA StyleDuffett, R., & Mxunyelwa, A. (2025). Instagram Mega-Influencers’ Effect on Generation Z’s Intention to Purchase: A Technology Acceptance Model and Source Credibility Model Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 94. https://doi.org/10.3390/jtaer20020094