Factors influencing purchase decision on Instagram. Case: South Korean medical tourism enterprise.
Berg, Alina (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021061716216
https://urn.fi/URN:NBN:fi:amk-2021061716216
Tiivistelmä
The primary purpose of this thesis was to find factors that influence purchase decisions on social commerce. Besides that, additional research objectives were supposed to clarify factors that influence purchase decisions, especially on Instagram, and factors that are the most crucial considering medical tourism in South Korea. The commissioner company of this thesis is the South Korean medical tourism enterprise called Minga, which specializes in providing facilitator services among the Russian-speaking market.
The researcher implemented a quantitative research method to evaluate the thesis purpose and its objectives. This particular research was conducted applying an Internet survey as the main approach for data collection. Statistical information was analyzed with MS Excel software and using theory related to social commerce and purchasing decision-making online in particular. Proposed improvement suggestions were based on used theories and the results of the survey.
The key findings were represented through identifying factors that influence purchase decisions on Instagram taking into account the case company’s blog. Results of the survey ascertained that eWoM, technical functionality, as well as personal brand of the blogger and trust issues are the factors that have a significant impact on followers' purchase decisions when considering buying something from the blogger on Instagram, and specifically in the field of medical tourism. Therefore, the overall factors that impact purchase decisions on social commerce in general include user engagement, eWoM, technical functionality, customer attitude and service.
Suggestions that were provided at the final part of the thesis concentrate on stimulating followers and potential clients interest in the case company’s services on Instagram. Offered improvement suggestions cover aspects that are possible to implement now or in the near future, taking into consideration current pandemic restrictions as a factor of reduced overall demand in the tourism sector in general.
The researcher implemented a quantitative research method to evaluate the thesis purpose and its objectives. This particular research was conducted applying an Internet survey as the main approach for data collection. Statistical information was analyzed with MS Excel software and using theory related to social commerce and purchasing decision-making online in particular. Proposed improvement suggestions were based on used theories and the results of the survey.
The key findings were represented through identifying factors that influence purchase decisions on Instagram taking into account the case company’s blog. Results of the survey ascertained that eWoM, technical functionality, as well as personal brand of the blogger and trust issues are the factors that have a significant impact on followers' purchase decisions when considering buying something from the blogger on Instagram, and specifically in the field of medical tourism. Therefore, the overall factors that impact purchase decisions on social commerce in general include user engagement, eWoM, technical functionality, customer attitude and service.
Suggestions that were provided at the final part of the thesis concentrate on stimulating followers and potential clients interest in the case company’s services on Instagram. Offered improvement suggestions cover aspects that are possible to implement now or in the near future, taking into consideration current pandemic restrictions as a factor of reduced overall demand in the tourism sector in general.