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The Influence of Social Networking Technology on Centennials Purchase Intent

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Book cover Universal Access in Human-Computer Interaction. Applications and Practice (HCII 2020)

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Abstract

Centennials are the young consumers born into the Internet age who regard social networks as the prime means of communicating with friends, searching for product and brand information. Social networks enable this type of consumer to become a brand agent when they share their opinions through comments and ratings about their products, which contributes to building a brand’s online reputation. This study focuses on the youngest population (under 21 years of age) and its use of social media, as a way to find commercial information about products and understand how these platforms can contribute to increased sales and encourage preference for a particular product type. A survey based on the experience economy theory was disseminated online through Facebook to gauge users’ behavior, and a Social Networks User Experience (SNUX) model was considered to study the youngest user experience associated with the use of these platforms as medium to find and purchase online products. The SNUX model was analyzed through structural equations modeling using SmartPLS 2.0. From the results obtained, it was concluded that social networks can contribute to increase the personal value of the centennials generation, mainly from the technological experience associated with the use of these platforms, which contributes to the education of these users.

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Acknowledgments

This paper is financed by National Funds provided by FCT - Foundation for Science and Technology through project CinTurs (UID/SOC/04020/2019), project CEFAGE (PEst-C/EGE/UI4007/2019) and project LARSyS - FCT Plurianual funding 2020–2023.

Author information

Authors and Affiliations

  1. ESGHT, CinTurs and CEFAGE, Universidade do Algarve, 8005-139, Faro, Portugal

    Célia M. Q. Ramos

  2. LARSyS (ISR-Lisbon) and ISE, Universidade do Algarve, 8005-139, Faro, Portugal

    João M. F. Rodrigues

Authors
  1. Célia M. Q. Ramos
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  2. João M. F. Rodrigues
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Corresponding author

Correspondence to Célia M. Q. Ramos .

Editor information

Editors and Affiliations

  1. Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Margherita Antona

  2. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

Appendix A.

Appendix A.

List of the Latent Variables and Their Constructs

Add Value to the User (AVU) – reflective

KA

Adquiring knowledge about Accomodation

KE

Adquiring knowledge about Events

KG

Adquiring knowledge about Gastronomy

KH

Adquiring knowledge about Health

KM

Adquiring knowledge about Movies

KR

Adquiring knowledge about Restaurants

KT

Adquiring knowledge about Transports

Social Networks Technological Experience (SNTE) – reflective – single item

MC

The experience is relevant to communicate wth family and friends

MF

The experience is relevant to find for information

MS

The experience is relevant to share information

MT

The experience is relevant to discover new trends

Education dimension- reflective

ED_1

Stimulates the curiosity to learn about new subjects

ED_2

Learning new experiences

ED_3

Increases the skills

Aesthetic dimension – reflective

EE_1

A harmonious experience

EE_2

A very attractive experience

EE_3

The interface design is careful

EE_4

The interface design is appealing

Entertainment dimension – reflective

EN_1

A captivating experience

EN_2

My friend’s publications are fun

EN_3

My friend’s publications are interesting

Evasion dimension – reflective

EV_1

The feeling that the user plays a different role when he/she use social networks

EV_2

The feeling that the user lives in a different place when use social networks

EV_3

The use of social networks distracts completely

EV_4

The social networks use help to forget the daily routine

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Ramos, C.M.Q., Rodrigues, J.M.F. (2020). The Influence of Social Networking Technology on Centennials Purchase Intent. In: Antona, M., Stephanidis, C. (eds) Universal Access in Human-Computer Interaction. Applications and Practice. HCII 2020. Lecture Notes in Computer Science(), vol 12189. Springer, Cham. https://doi.org/10.1007/978-3-030-49108-6_32

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  • DOI: https://doi.org/10.1007/978-3-030-49108-6_32

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-49107-9

  • Online ISBN: 978-3-030-49108-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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