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

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

Christina Chung, Kristine P. Austria
Copyright: © 2012 |Volume: 4 |Issue: 4 |Pages: 14
ISSN: 1941-627X|EISSN: 1941-6288|EISBN13: 9781466612143|DOI: 10.4018/jesma.2012100101
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MLA

Chung, Christina, and Kristine P. Austria. "Attitudes Toward Product Messages on Social Media: An Examination of Online Shopping Perspectives Among Young Consumers." IJESMA vol.4, no.4 2012: pp.1-14. http://doi.org/10.4018/jesma.2012100101

APA

Chung, C. & Austria, K. P. (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), 4(4), 1-14. http://doi.org/10.4018/jesma.2012100101

Chicago

Chung, Christina, and Kristine P. Austria. "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) 4, no.4: 1-14. http://doi.org/10.4018/jesma.2012100101

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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.

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