Social network engagement and online consumer attitudes: a psychosocial model

master's thesis

• Author: Karmela Arbanasić
• Mentor: Goran Milas (mentor)
• Committee member: Renata Franc (predsjednik povjerenstva)
• Committee member: Sanja Budimir (član povjerenstva)
• Committee member: Zdeslav Milas (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Psychology); Zagreb
• Defense date and country: 2016-09-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Psychology

Abstract

Rad ne sadrži sažetak.

Abstract (english)

Scope of this research was to explore determinants of social influence in virtual environments and it’s linkage to attitudes about online shopping. We examined relationship between word of mouth on social networks and attitudes toward online shopping and how these variables are related to some psychological and psycho-social constructs. Online questionnaire was administered on a sample of 105 participants, mainly Italians. After conducting various univariate and multivariate statistical analysis, psycho-social model was created and positive relationships between e-WOM on social networks and positive attitudes toward OS were found. Social network engagement, sense of virtual community, susceptibility to interpersonal influence and certain personality traits showed significant positive correlations with dependent variables, while self-monitoring and social self-efficacy didn’t show major effects. Although mediating and moderating effects still need to be explored, current model offers important implications for marketers, as well as for future investigations.

• Keywords: psihologija; modeli
• Language: english
• URN:NBN: urn:nbn:hr:111:272847
• Study programme: Title: Department of Psychology; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra psihologije (magistar/magistra psihologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-04 10:30:44