Journal of Risk & Control

Exploring Consumer Behavior in Instagram Purchasing Agent Services: An Integrated PLS-SEM Model of Satisfaction and Purchase Intention

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• Abstract

   

  This study investigates the determinants of purchase intention toward Instagram-based purchasing agent services in Indonesia within the context of social commerce. Drawing upon social commerce and consumer behavior literature, the study examines the effects of perceived service quality, personalization, customer satisfaction, product diversity, price, electronic word-of-mouth (eWOM), and hedonic value, while incorporating trust as a moderating variable. Data were collected from 203 Indonesian consumers who had prior experience purchasing products through Instagram purchasing agents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings reveal that trust significantly strengthens the relationship between perceived service quality and customer satisfaction. Personalization also positively influences customer satisfaction, which subsequently enhances purchase intention. Furthermore, price, eWOM, and hedonic value demonstrate significant positive effects on purchase intention, with hedonic value emerging as the strongest predictor. However, product diversity does not significantly influence purchase intention. The results suggest that both functional factors and emotional experiences play important roles in shaping consumer behavior within social commerce environments. This study contributes to the growing literature on purchasing agent services and provides practical implications for purchasing agents seeking to enhance customer satisfaction, trust, and long-term purchase intention in increasingly competitive digital marketplaces.

   

  JEL classification numbers: D12, L81, M31, M37, O33.

  Keywords: Social commerce, Purchase intention, Purchasing agent, Trust, Hedonic value.