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Understanding the Role of Instagram in Young Adult Consumers' Purchase and Post-Purchase Evaluation Behaviors.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Understanding the Role of Instagram in Young Adult Consumers' Purchase and Post-Purchase Evaluation Behaviors./
Author:	Hood, Sara Lewis.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	70 p.
Notes:	Source: Masters Abstracts International, Volume: 83-02.
Contained By:	Masters Abstracts International83-02.
Subject:	Young adults. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28552455
ISBN:	9798522940577

Understanding the Role of Instagram in Young Adult Consumers' Purchase and Post-Purchase Evaluation Behaviors.
Hood, Sara Lewis.

Understanding the Role of Instagram in Young Adult Consumers' Purchase and Post-Purchase Evaluation Behaviors. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 70 p.

Source: Masters Abstracts International, Volume: 83-02.

Thesis (M.Sc.)--North Carolina State University, 2021.

This item must not be sold to any third party vendors.

This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of 21st-century young adults (age 18-27) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study looked at how Instagram influences consumers' purchase and postpurchase evaluation behaviors, as defined by the Engel-Kollat-Blackwell (EKB) model of consumer behavior. Instagram has become an influential social media platform in the lives of young adult consumers, offering opportunities for users to shop for products, interact with brands, discuss experiences with peers, and seek inspiration from social media influencers. The sample population for this study is comprised of individuals from two generational cohorts - Generation Y (Millennials) and Generation Z - to enable the evaluation of any effect that generational cohort may have on consumers' purchase and post-purchase evaluation behaviors on Instagram. This study had three primary objectives: (1) to compare the purchase behavior of young adult consumers from different generational cohorts on Instagram; (2) to compare the post purchase evaluation behaviors of young adult consumers from different generational cohorts on Instagram; and (3) to understand how young adult consumers' trust of Instagram content affects their decision-making behaviors. Based on these objectives, the following research hypotheses were developed: H1: There is a difference on average in the purchase behavior on Instagram between Millennials and Generation ZH2: There is a difference on average in the post-purchase evaluation behavior on Instagram between Millennials and Generation ZH3: The mean score for Millennial consumers in sharing feedback on brand experience on Instagram will be higher than the mean score of Generation Z consumersH4: There is a difference on average in consumers' trust of content on Instagram between Millennials and Generation ZH5a: There is a difference on average in consumers' purchase behavior on Instagram based on whether they do or do not trust InstagramH5b: There is a difference on average in consumers' post-purchase evaluation behavior on Instagram based on whether they do or do not trust InstagramSurvey responses were collected via the Qualtrics panel service, then coded and analyzed using JMP statistical software. After the data was standardized, an exploratory factor analysis was conducted and the reliability and construct validity of each factor was confirmed. A series of statistical hypotheses were developed where research hypotheses H1-H5 became the alternative hypotheses, thereby rejection of a null hypothesis led to the acceptance of the corresponding research hypothesis. Appropriate methods, including one-way ANOVA, pooled t-tests, and standard t-tests, were used to test the statistical hypotheses. Results indicated that five out of the six statistical hypotheses were rejected; consequently, five out of six of the research hypotheses were accepted. These findings provide meaningful insights on the purchase and post-purchase behaviors of young adult consumers from different generational cohorts in the context of Instagram.

ISBN: 9798522940577Subjects--Topical Terms:

598212
Young adults.

Understanding the Role of Instagram in Young Adult Consumers' Purchase and Post-Purchase Evaluation Behaviors.
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500 $a Source: Masters Abstracts International, Volume: 83-02.
500 $a Advisor: Thoney-Barletta, Kristin.
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520 $a This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of 21st-century young adults (age 18-27) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study looked at how Instagram influences consumers' purchase and postpurchase evaluation behaviors, as defined by the Engel-Kollat-Blackwell (EKB) model of consumer behavior. Instagram has become an influential social media platform in the lives of young adult consumers, offering opportunities for users to shop for products, interact with brands, discuss experiences with peers, and seek inspiration from social media influencers. The sample population for this study is comprised of individuals from two generational cohorts - Generation Y (Millennials) and Generation Z - to enable the evaluation of any effect that generational cohort may have on consumers' purchase and post-purchase evaluation behaviors on Instagram. This study had three primary objectives: (1) to compare the purchase behavior of young adult consumers from different generational cohorts on Instagram; (2) to compare the post purchase evaluation behaviors of young adult consumers from different generational cohorts on Instagram; and (3) to understand how young adult consumers' trust of Instagram content affects their decision-making behaviors. Based on these objectives, the following research hypotheses were developed: H1: There is a difference on average in the purchase behavior on Instagram between Millennials and Generation ZH2: There is a difference on average in the post-purchase evaluation behavior on Instagram between Millennials and Generation ZH3: The mean score for Millennial consumers in sharing feedback on brand experience on Instagram will be higher than the mean score of Generation Z consumersH4: There is a difference on average in consumers' trust of content on Instagram between Millennials and Generation ZH5a: There is a difference on average in consumers' purchase behavior on Instagram based on whether they do or do not trust InstagramH5b: There is a difference on average in consumers' post-purchase evaluation behavior on Instagram based on whether they do or do not trust InstagramSurvey responses were collected via the Qualtrics panel service, then coded and analyzed using JMP statistical software. After the data was standardized, an exploratory factor analysis was conducted and the reliability and construct validity of each factor was confirmed. A series of statistical hypotheses were developed where research hypotheses H1-H5 became the alternative hypotheses, thereby rejection of a null hypothesis led to the acceptance of the corresponding research hypothesis. Appropriate methods, including one-way ANOVA, pooled t-tests, and standard t-tests, were used to test the statistical hypotheses. Results indicated that five out of the six statistical hypotheses were rejected; consequently, five out of six of the research hypotheses were accepted. These findings provide meaningful insights on the purchase and post-purchase behaviors of young adult consumers from different generational cohorts in the context of Instagram.
590 $a School code: 0155.
650 4 $a Young adults. $3 598212
650 4 $a Purchasing. $3 652497
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