Attitudes Toward Product Messages on Social Media: An Examination of Online Shopping Perspectives Among Young Consumers

Authors:
Christina Chung;Kristine P. Austria
Affiliations:
Anisfield School of Business, Ramapo College of New Jersey, Mahwah, NJ, USA;Anisfield School of Business, Ramapo College of New Jersey, Mahwah, NJ, USA
Venue:
International Journal of E-Services and Mobile Applications
Year:
2012

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Abstract

This study investigates consumers' motivations behind social media usage and attitudes toward product messages on social media sites and how the product messages affect consumer online shopping perspectives. An integrated conceptual model is proposed based on the Uses and Gratifications theory and the concepts of hedonic shopping value and impulsive shopping behavior. Structural Equation Modeling SEM is used to test the structural model and hypotheses. The proposed conceptual model shows a good model fit. The results and findings found from this study are explained in detail further in the article.