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

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  • Christina Chung

    (Anisfield School of Business, Ramapo College of New Jersey, Mahwah, NJ, USA)

  • Kristine P. Austria

    (Anisfield School of Business, Ramapo College of New Jersey, Mahwah, NJ, USA)

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.

Suggested Citation

  • Christina Chung & Kristine P. Austria, 2012. "Attitudes Toward Product Messages on Social Media: An Examination of Online Shopping Perspectives Among Young Consumers," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 4(4), pages 1-14, October.
    • Handle: RePEc:igg:jesma0:v:4:y:2012:i:4:p:1-14
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jesma.2012100101
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    Cited by:

    1. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.

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