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The aim of this research paper is to identify important success factors for social commerce. Also to examine their characteristics and dependencies in relation to Instagram. To this end, the following research questions are posed. Which aspects influence the success of an S-Commerce platform? How pronounced are these factors on Instagram? What is the relationship between these variables? This was tested using twelve different hypotheses.
To answer the research questions, results of a meta-analysis and the conclusions of an international conference were taken into account. Identified factors were combined into a theory construct. For verification purposes, a quantitative survey was conducted using an anonymised online questionnaire. Oriented towards German-speaking Instagram users between the ages of 18 and 36.
The study shows that social commerce is influenced by different variables. The dependent factors Behaviour Intention, Trust, Social Commerce Intention, Social Support, Familarity and Impulsive Buy. As well as the independent factors of Use Behaviour and Reach.
Different results were obtained with regard to Instagram. In comparison to other s- commerce platforms it was found, that Impulsive Buy and Social Support have no influence on the willingness to buy. Furthermore, Social Commerce Intention, Trust and Familarity were identified as influencing factors for Behaviour Intention. The willingness to buy was only slightly influenced by the Use Behaviour. It was also shown that Trust is dependent on Social Commerce Intention and Familarity. Social Commerce Intention by Social Support, Reach and Trust. A medium reach had a small positive influence on the willingness to report on a product. Familarity was also identified as an important impact factor of Impulsive Buy. The study shows good usability with the platform.
Instagram has some of the success factors mentioned. Over a third of users were willing to buy a product on Instagram. This shows that the platform is to be perceived as a sales opportunity, but behaves differently than conventional social commerce models.
