Design de interface e a influência no desejo de compra: um estudo de caso sobre o Instagram.

Abstract

The central theme of this research is the influence that the social media application Instagram can exert on its users through its interface design. The point of influence to be addressed is the users' desire to make purchases, for which the reactions of Instagram application users to advertising stimuli in the application interface were analyzed. To understand the user's feelings, the areas of design study addressed in this research were User Experience, Usability, and Systems Re-signification. The general objective of this research is to analyze Instagram as an online sales application, seeking to understand how the interface design of screens and the application's dynamics influence users' purchasing desires. The research in question has a qualitative character, with a phenomenological approach and the characteristics of a case study. The results indicate that the interface design of the Instagram application strongly influences its users' purchasing desires, due to the advertisements that are constantly presented in the news feed and in the stories area. Research participants demonstrated knowledge of indicative elements of advertising in the application screen design, also presenting a critical sense about the advertisements that are run on the platform. As for the results regarding user usability and experience with the shopping tools presented in the application, a negative result was obtained, where research participants did not know and did not understand how the tools work.