THE INFLUENCE OF INSTAGRAM LIKES ON CONSUMER ATTITUDE AND PURCHASE INTENTION OF E-COMMERCE USERS IN BOSNIA AND HERZEGOVINA

IF 10.5 1区 经济学 Q1 ECONOMICS American Economic Review Pub Date : 2022-01-01 DOI:10.51558/2303-680x.2022.20.1.3
Erna Mekić Ensar Grcić-Rešidović
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Abstract

The popularity of social media for business and marketing is on a definite rise. Although researchers are increasingly studying various aspects of SNS (social networking sites) marketing and e-commerce, there are still few studies into the impact of Instagram due to the relatively new nature of the application. Therefore, the main objective of this study is to provide an analysis of the statistical significance of Instagram likes on consumer attitude and purchase intention on a linked e-commerce site. The secondary objective is to compare demographic data based on age, gender, and educational categories of the respondents. The final aim is to bridge the gap in literature and provide practical implications which would be useful to professionals in brand and marketing management. Based on a systematic literature review, first order structural equation model was proposed and tested. The empirical data was derived from a survey of 166 subjects in Bosnia and Herzegovina. Upon the collection of data, factor analysis was conducted in SPSS to ensure the validity and reliability through items’ loadings and Cronbach’s Alpha values. Furthermore, the empirical hypothesis testing was conducted in SmartPLS 3 in order to investigate direct effects of variables in the model. The results indicated that there is a significant statistical impact of Instagram likes on consumer attitude and purchase intention. Currently, due to the relatively recent use of the app for business and marketing purposes, there is a very limited amount of research on consumers’ involvement and attitude on Instagram and its impact on the likelihood of purchase. Therefore, one can consider the theoretical and practical implications of this study to be evident.
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instagram点赞对波黑电商用户消费态度和购买意愿的影响
社交媒体在商业和营销方面的受欢迎程度正在明显上升。尽管研究人员越来越多地研究SNS(社交网站)营销和电子商务的各个方面,但由于Instagram的应用程序相对较新,因此对其影响的研究仍然很少。因此,本研究的主要目的是分析Instagram点赞对链接电商网站消费者态度和购买意愿的统计意义。第二个目标是比较基于年龄、性别和受教育程度的受访者的人口统计数据。最终目的是弥合文献上的差距,并提供对品牌和营销管理专业人士有用的实际意义。在系统回顾文献的基础上,提出并验证了一阶结构方程模型。实证数据来自对波斯尼亚和黑塞哥维那境内166名受试者的调查。收集数据后,在SPSS中进行因子分析,通过项目的加载和Cronbach’s Alpha值来保证效度和信度。此外,在SmartPLS 3中进行了实证假设检验,以调查模型中变量的直接影响。结果表明,Instagram对消费者态度和购买意愿有显著的统计影响。目前,由于该应用程序用于商业和营销目的的时间相对较短,因此关于消费者对instagram的参与和态度及其对购买可能性的影响的研究非常有限。因此,我们可以认为这项研究的理论和实践意义是显而易见的。
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来源期刊
CiteScore
18.60
自引率
2.80%
发文量
122
期刊介绍: The American Economic Review (AER) stands as a prestigious general-interest economics journal. Founded in 1911, it holds the distinction of being one of the nation's oldest and most esteemed scholarly journals in economics. With a commitment to academic excellence, the AER releases 12 issues annually, featuring articles that span a wide spectrum of economic topics.
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