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the effect of media needs and social media adoption on consumer behavior: the moderating roles of media type, gender and age
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DOR
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20.1001.2.2080297181.1397.2.1.62.2
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نویسنده
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khajeheian datis ,ebrahimi pejman ,gholampour abbas ,bagheri abdoreza
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منبع
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كنفرانس بين المللي پژوهش در نوآوري و فناوري - 1397 - دوره : 2 - دومین کنفرانس بین المللی پژوهش در نوآوری و فناوری - کد همایش: 20802-97181
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چکیده
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The present study aims to investigate the impact of media needs and social media adoption on consumer behavior. this study has also examined the moderating role of media type, gender and age in the relationship between variables of social media adoption and consumer behavior. a total of 410 questionnaires were collected on social media such as instagram, telegram and whatsapp. the analytical method used to empirically test the hypotheses proposed is the sem technique using pls. results found that the effects of tension dimension on consumer behavior is full mediated by social media adoption. moreover, the effects of social media adoption on consumer behavior are moderated by age and medium type based on multi-group analysis. the ipma matrix shows that social media adoption had the highest importance, but the lowest performance. this study is significant in terms of innovation due to the use of new indicators effective in the area of statistical analyses. the use of fimix, cta, permutation test, mga, and ipma matrix analyses is part of it
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کلیدواژه
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media needs ,social media adoption ,consumer bahavior ,media type
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آدرس
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university of tehran, iran, rasht branch, islamic azad university, iran, rasht branch, islamic azad university, iran, semnan university, iran
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پست الکترونیکی
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bagheri@alum.semnan.ac.ir
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The effect of media needs and social media adoption on consumer behavior: the moderating roles of media type, gender and age
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Authors
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Khajeheian Datis ,Ebrahimi Pejman ,Gholampour Abbas ,Bagheri Abdoreza
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Abstract
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The present study aims to investigate the impact of media needs and social media adoption on consumer behavior. This study has also examined the moderating role of media type, gender and age in the relationship between variables of social media adoption and consumer behavior. A total of 410 questionnaires were collected on social media such as Instagram, Telegram and WhatsApp. The analytical method used to empirically test the hypotheses proposed is the SEM technique using PLS. Results found that the effects of tension dimension on consumer behavior is full mediated by social media adoption. Moreover, the effects of social media adoption on consumer behavior are moderated by age and medium type based on Multi-Group Analysis. The IPMA matrix shows that social media adoption had the highest importance, but the lowest performance. This study is significant in terms of innovation due to the use of new indicators effective in the area of statistical analyses. The use of FIMIX, CTA, permutation test, MGA, and IPMA matrix analyses is part of it
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Keywords
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Media Needs ,Social Media Adoption ,Consumer Bahavior ,Media type
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