Facebook对Z世代消费者快餐购买意愿的影响参考斯里兰卡科伦坡区

L. A. S. A. D. Liyanasooriya, L. A. C. Sajeewanie, B. T. Edirisooriya
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摘要

引言:由于社交媒体平台对年轻人的吸引力越来越大,快餐广告商将其视为在年轻人中推广业务的有效渠道。快餐业在斯里兰卡的受欢迎程度激增,尤其是在年轻人和日程繁忙的个人中。与其他行业相比,斯里兰卡的特许经营快餐行业广泛利用社交媒体营销进行促销。目的:评估Facebook对Z世代消费者快餐购买意愿的影响。方法:对242名Z世代消费者(1996年至2010年出生的人)进行了描述性横断面研究。通过在线问卷收集消费者在Facebook上投放广告后购买快餐的偏好。采用SPSS 25版进行相关分析和多元线性回归分析。结果:研究对象以男性居多(62.5%,n=125),年龄在18 ~ 25岁之间。调查结果显示,Facebook上的“喜欢”(p<0.05)、“朋友的喜欢”(p<0.05)、“评论”(p<0.05)和“分享”(p<0.05)等活动对购买快餐的意愿有显著影响。此外,该研究还表明,Z世代消费者更容易接受Facebook上的快餐广告。结论:Z世代消费者接受Facebook上的快餐广告。因此,Facebook将成为在Z世代消费者中推广快餐的有效手段。此外,Facebook上的广告将加强快餐供应商的推广。
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The Impact of Facebook on Generation Z Consumer’s Fast Food Purchase Intention; Reference to Colombo District, Sri Lanka
Introduction: Due to the rising appeal of social media platforms among young individuals, fast-food advertisers see them as an efficient channel to promote businesses among youth. The fast-food industry has experienced a surge in popularity in Sri Lanka, particularly among the youth and individuals with hectic schedules. In comparison to other sectors, the franchise fast food industry in Sri Lanka extensively utilizes social media marketing for its promotional efforts. Objectives: To evaluate the impact of Facebook on generation Z consumers’ fast food purchase intention. Methodology: A descriptive cross-sectional study was conducted among 242 generation Z consumers (people born between 1996 and 2010). Online questionnaire was used to gather details regarding consumers' preference for fast food purchases following advertisements on Facebook. Correlation and multiple linear regression analysis were employed to analyze the data using SPSS version 25. Results: Most of the participants were males (62.5%, n=125), who belonged to the age category of 18-25 years. Findings revealed that activities such as Likes (p<0.05), Friend's Likes (p<0.05), Comment posting (p<0.05), and Sharing (p<0.05) on Facebook had a significant impact on the intention to purchase fast food. Additionally, the study indicated generation Z consumers are receptive to fast-food advertising on Facebook. Conclusion: Generation Z consumers are receptive to fast food advertising on Facebook. Therefore, Facebook will be an effective method to promote fast food among generation Z consumers. Further, advertisements on Facebook would enhance the promotion of fastfood vendors.
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