Abstract:

Instagram is one of the virtual social networking platforms that is frequently used to search and share information among users. In the field of study of marketing communication, the AISAS model is one of breakthrough ideas in explaining consumer behaviour relating this modern media. This study aims to examine the non-linear AISAS (attention, interest, search, action, share) model and the impact of fashion involvement on this model in the setting of purchasing apparel products on online shops. In total, there were 334 participants who were approached conveniently, consisting of 90 males and 244 females. Data were analysed using exploratory factor analysis and structural equation model. As a result, the non-linear AISAS model can predict online consumer behaviour and fashion involvement can affect some of the stages of the behaviour.