International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Previous Instagram Purchase Experience and Differences in Consumers’ Perceived Advertisement Trustworthiness and Purchase Intention: A Study in Jaipur

Author(s) Vidhu K Mathur, Harshita Singh
Country India
Abstract Instagram advertisements place product discovery, seller evaluation and purchase cues within the same digital environment. This paper examines whether previous Instagram purchase experience is associated with differences in perceived advertisement trustworthiness and purchase intention. Primary data were obtained from 305 eligible respondents in Jaipur; 137 had previous Instagram purchase experience and 168 had no such experience. Trustworthiness and purchase intention were each measured through five statements on a five-point Likert scale. Both constructs showed good internal consistency (Cronbach’s alpha = 0.831 and 0.847, respectively). Independent-samples t-tests indicated that respondents with previous purchase experience recorded higher trustworthiness scores (M = 3.444, SD = 0.846) than those without such experience (M = 2.995, SD = 0.932), t(303) = 4.355, p < .001, d = 0.501. Purchase intention was also higher among respondents with previous purchase experience (M = 3.416, SD = 0.861) than among those without it (M = 2.861, SD = 0.922), t(303) = 5.389, p < .001, d = 0.620. The findings show moderate differences between the two groups. For someone considering a first Instagram purchase, the ability to check the seller, the product information and the terms of the transaction may be especially important.
Keywords Instagram advertisements; advertisement trustworthiness; purchase intention; purchase experience; independent-samples t-test; Jaipur
Field Business Administration
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-28
DOI https://doi.org/10.36948/ijfmr.2026.v08i05.88751
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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