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Understanding Consumer Interaction on Instagram: The Role of Satisfaction, Hedonism, and Content Characteristics

机译：了解Instagram上的消费者互动：满意度，享乐主义和内容特征的作用

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The increasing relevance of Instagram and its growing adoption among top brands suggest an effort to better understand consumers' behaviors within this context. The purpose of this study is to examine the role of perceived hedonism and satisfaction in determining consumers' intentions to interact and their actual interaction behaviors (the number of likes, by tapping a heart icon, and comments) in a brand's official Instagram account. Also, we investigate the effect of consumer perceptions about the characteristics of the content generated in the account (perceived originality, quantity, and quality) on their perceived hedonism and satisfaction. Data were collected in two stages from 808 members of a fashion brand's official Instagram account. First, participants answered an online questionnaire to evaluate their perceptions, satisfaction, and interaction intentions. Second, 1 month later, we measure the number of likes and comments done by each participant in the brand's official Instagram account during that month. Using partial least squares to analyze the data, perceived hedonism is found to affect both satisfaction and the intention to interact in Instagram, which in turn influences actual behavior. Besides, perceived originality is the most relevant content characteristic to develop perceived hedonism. These findings offer managers a general vision of consumers' behaviors on Instagram, highlighting the importance of hedonism to create a satisfactory experience.
机译：Instagram的相关性日益增强，并且在顶级品牌中的采用率不断提高，这表明人们正在努力更好地了解这种情况下的消费者行为。这项研究的目的是检验在品牌的官方Instagram帐户中，享乐主义和满意度在确定消费者的互动意图以及他们的实际互动行为（喜欢的次数，点击一个心形图标和评论）方面的作用。此外，我们调查了消费者对帐户中生成的内容的特征（感知的原创性，数量和质量）的感知对其享乐主义和满意度的影响。数据从时装品牌的官方Instagram帐户的808个成员中分两个阶段收集。首先，参与者回答了在线问卷，以评估他们的看法，满意度和互动意向。其次，1个月后，我们衡量该月的官方Instagram帐户中每个参与者的喜欢和评论次数。使用偏最小二乘分析数据，发现享乐主义会影响满意度和在Instagram中进行交互的意图，进而影响实际行为。此外，感知独创性是发展感知享乐主义最相关的内容特征。这些发现使管理人员对消费者在Instagram上的行为有一个大致的了解，突显了享乐主义对创造令人满意的体验的重要性。

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