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

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.