The Impact of Instagram Stories on Tourists’ Consumption Behavior in Smart City Night Markets

Abstract

With the development of information technology in Taiwan, night markets have improved their service performance by building information technology technologies, including Wi-Fi, cloud payment and mobile payment services, and QR codes. One of the most commonly used social networking sites among young people in Taiwan is Instagram (IG). In this study, we investigated whether users trust IG to provide sufficient security, and we found that the correctness of the trust information has a significant impact on their software use. This study focused on Taiwan’’s unique night market sightseeing experience and explored the use of Instagram by night market consumers. Questionnaire surveys and systematic sampling methods were used to survey consumers, and the number of valid questionnaires was 340. The results showed that the perceived usefulness and ease of use of IG Stories affected user attitudes, and user attitudes positively impacted behavioral intentions. Moreover, the attitude of night market consumers toward IG Stories was affected by trust, which in turn adjusted user behavior intentions. This research was the first to explore the experience of night market consumers using IG Stories. We concluded that night market vendors should strengthen their trust factor in order to have a positive attitude toward consumers and foster the higher behavioral intentions of consumers, which is essential for the successful promotion and marketing of night markets.

The Influence of Social Media on Millennial Generation about Travel Decision-Making

“…Young travelers' need for uniqueness and opinion leaders regarding travel tends to increase their tendency to share travel experiences on social media during their trip (Styvén and Foster, 2018). They always share their information and experiences while traveling on Instagram social media or even look for additional information required when they are in an area using search/hashtag/location on the Instagram feature, The Influence of Social Media … (Oktavia Nur'afifah) services and trust information services, which can have a significant impact on users to focus on the sightseeing experience (Liu et al, 2021). This is by one of the assumptions of the Uses and Gratification Theory that the audience is fully aware of the interests, motives, and uses of the media (Morissan, 2013).…”