How does social media affect people’s consumer behavior in China? A quantitative model to reveal the relationships
DOI:
https://doi.org/10.61173/j40yvk94Keywords:
Social media, perceived value, perceived risk, purchase decision-making, interactivityAbstract
In today’s interconnected world, the widespread impact of social media on consumer behavior has become a focus of attention for researchers, marketers, and businesses. The rapid development of digital technology, coupled with the widespread adoption of social media platforms, has changed the way individuals interact with brands, make purchasing decisions, and navigate consumer patterns. This article attempts to explore the multifaceted relationship between social media and consumer behavior, delving into the complexity of this dynamic interaction. The author chose the consumer group size, consumers’ interaction, professional level of opinion leaders, and activity level of opinion leaders are selected as independent variables, perceived risk, and perceived value as mediating variables, and purchasing behavior as dependent variables. The theoretical model of this research is constructed, and 10 research hypotheses are proposed. Through a questionnaire survey, 100 valid data were collected. SPSSAU24 was used for descriptive statistics, reliability, validity, and factor analysis to verify the reliability of the data while a quantitative influence model will be constructed to illustrate the interactivity. The investigation yielded the following conclusion. First, the consumer group size, consumer interactivity level, professional level of opinion leaders, and the activity level of opinion leaders positively affect the perceived value. Second, the consumer group size, consumer interactivity level, professional level of opinion, and the activity level of opinion leaders negatively affect the perceived risk. Third, perceived value has a positive relationship with purchasing behavior. Fourth, perceived risk has a negative relationship with purchasing behavior.
References
[1] . Kaplan, A.M. and Haenlein, M. (2010). Users of the world, unite! the Challenges and Opportunities of Social Media. Business Horizons, 53(1), pp.59–68. doi:https://doi.org/10.1016/ j.bushor.2009.09.003.
[2] . Boyd, D.M. and Ellison, N.B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer- Mediated Communication, [online] 13(1), pp.210–230. doi:https://doi.org/10.1111/j.1083-6101.2007.00393.x.
[3] . Varghese, S. and Agrawal, M. (2021). Impact of Social Media on Consumer Buying Behavior. Saudi Journal of Business and Management Studies, [online] 6(3). doi:https://doi. org/10.36348/sjbms.2021.v06i03.001.
[4] . Schiffman, L.G., Kanuk, L.L. and Wisenblit, J. (2010). Consumer behavior. Upper Saddle River, Nj Prentice Hall. [Accessed 10 Feb. 2024]
[5] . Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), pp.179–211. doi:https://doi.org/10.1016/0749- 5978(91)90020- T.
[6] . Zeithaml, V.A. (1988). Consumer Perceptions of price, quality, and value: a means-end Model and Synthesis of Evidence. Journal of Marketing, 52(3), pp.2–22. doi:https://doi. org/10.1177/002224298805200302.
[7] . Sweeney, J.C. and Soutar, G.N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), pp.203–220. doi:https://doi.org/10.1016/S0022- 4359(01)00041-0.
[8] . Holbrook, M.B. (1999). Consumer value: a framework for analysis and research. 1st ed. London: Routledge. pp.12-23
[9] . Dodds, W.B., Monroe, K.B. and Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), pp.307–319.
[10] . Taylor, J.W. (1974). The Role of Risk in Consumer Behavior. Journal of Marketing, 38(2), pp.54–60. doi:https://doi. org/10.1177/002224297403800211.
[11] . Kaplan, L.B., Szybillo, G.J. and Jacoby, J. (1974). Components of perceived risk in product purchase: A crossvalidation. Journal of Applied Psychology, 59(3), pp.287–291. doi:https://doi.org/10.1037/h0036657.
[12] . Mitchell, V. (1999). Consumer perceived risk: Conceptualizations and models. [online] Available at: European Journal of Marketing
[13] . Zhang, Y. and Wang, L. (2023). Analysis of group buying operation mode based on short video platform - Take TikTok as an example. Journal Electronic Publishing House, pp.53–56. doi:https://doi. org/10.16604/j.cnki.issn2096-0360.2023.13.003.
[14] . QuestMobile (n.d.). Ecological flow: Industry Research report-QuestMobile. [online] www.questmobile.com.cn. Available at:https://www. questmobile.com.cn/research/report/1676069286131634178
[15] . Wang, Z. (2023). A study on the impact of content e-commerce platforms on consumer behavior and brand marketing strategies - A case study of TikTok. 2023 China Academic Journal Electronic Publishing House, Dean&Francis pp.12–16.
[16] . Hennig-Thurau, T., Hofacker, C.F. and Bloching, B. (2013). Marketing the Pinball Way: Understanding How Social Media Change the Generation of Value for Consumers and Companies. Journal of Interactive Marketing, 27(4), pp.237–241. doi:https:// doi.org/10.1016/j.intmar.2013.09.005.
[17] . De Veirman, M., Cauberghe, V. and Hudders, L. (2017). Marketing through Instagram Influencers: the Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising, 36(5), pp.798–828. doi:https://doi.org/10.1080/02650487.2017.1348035.
[18] . Ismael Quintanilla Pardo, Roberto Luna Arocas and Gloria Berenguer Contrí (1998). La compra impulsiva y la compra patológica: el modelo CAC. RePEc: Research Papers in Economics, (11), p.1.
[19] . Luo, X. (2002). Uses and Gratifications theory and E-consumer behaviors. [online] Journal of Interactive Advertising., 2(2)(2002). Available at: https://doi.org/10.1080/15 252019.2002.10722060
[20] . Tan, S., Xiang, D. and He, J. (2015). Analysis of Online consumers’ Purchase Decision from the perspective of Network Externality. E-Business Journal, pp.36–37. doi:https://doi. org/10.14011/j.cnki.dzsw.2015.02.017.
[21] . Zhongku, J. (2015). Research on the Effects of Micro-blog Marketing on Consumers’ Willingness to Buy. China Business and Market, pp.37–45. doi:https://doi.org/10.14089/j.cnki.cn11- 3664/f.2015.12.008.
[22] . Eisinga, R., Grotenhuis, M. te and Pelzer, B. (2013). The reliability of a two- item scale: Pearson, Cronbach, or Spearman- Brown? International Journal of Public Health, 58(4), pp.637– 642. doi:https://doi.org/10.1007/s00038-012-0416-3.
[23] . Gim Chung, R.H., Kim, B.S.K. and Abreu, J.M. (2004). Asian American Multidimensional Acculturation Scale: Development, Factor Analysis, Reliability, and Validity. Cultural Diversity and Ethnic Minority Psychology, 10(1), pp.66–80. doi:https://doi.org/10.1037/1099-9809.10.1.66.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 by the authors.
This work is licensed under a Creative Commons Attribution 4.0 International License.
