An Empirical Analysis of Factors Influencing Pinterest Usage and Its Impact on Consumer Purchase Behaviour

As the impact of visual social media increases, the way consumers learn about the products and purchase decisions has evolved drastically. Particularly, Pinterest is the platform that is more inspired, planned, and curates ideas instead of being about the social interaction. In this research, the phenomenon in question can be seen as the influence of the Pinterest usage on the consumer purchasing behaviour through the analysis of such vital variables as trust, the perceived value, the social influence, user engagement, and brand image. The quantitative research design was followed, and the data was gathered regarding approximately 280 to 300 active users of Pinterest who are aged 18 to 35 years and are living in the urban regions in India by using a structured online survey. The proposed hypotheses were tested with the help of statistical methods, such as reliability testing and Pearson correlation analysis. The results indicate that consumer purchase behaviour is positively influenced significantly by all the five factors and the weight exerted by using Pinterest in a significant manner. The findings however also report that although, Pinterest has a good presence in the aspects of inspiration, and consideration; there are low purchases conversions. The research can be helpful to the brands and marketers that are eager to learn more about the impact of Pinterest on consumer decision making.