TY - GEN
T1 - Social Networks as Predictors in Purchasing Decisions, Mediated by Personal Factors in University Students
AU - Gutierrez-Aguilar, Olger
AU - Arias-Alfaro, Loren
AU - Nina-Vilca, Fanny
AU - Salas-Silvera, Alejandra
AU - Villanueva-Pickman, Alexandra
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024
Y1 - 2024
N2 - The objective of the research was to determine the role of social networks as predictors of purchasing decisions mediated by social factors. A non-experimental research design was used in the methodology, which involved a sample of 184 university students in southern Peru (n = 24; α = 0.940 ω = 0.940), an electronic questionnaire, reliability and validity tests, factor analysis, and the modelling of structural equations based on covariances. It is concluded that a direct and robust relationship exists between psychological factors and the purchase decision, meaning variations in psychological predispositions significantly influence it. Instagram shows an even more significant influence than Facebook on the purchase decision, and social factors do not mediate between the model’s predictor variables and purchase decisions.
AB - The objective of the research was to determine the role of social networks as predictors of purchasing decisions mediated by social factors. A non-experimental research design was used in the methodology, which involved a sample of 184 university students in southern Peru (n = 24; α = 0.940 ω = 0.940), an electronic questionnaire, reliability and validity tests, factor analysis, and the modelling of structural equations based on covariances. It is concluded that a direct and robust relationship exists between psychological factors and the purchase decision, meaning variations in psychological predispositions significantly influence it. Instagram shows an even more significant influence than Facebook on the purchase decision, and social factors do not mediate between the model’s predictor variables and purchase decisions.
KW - Facebook
KW - Instagram
KW - psychological factors
KW - purchase decision
KW - social factors
KW - Tiktok
UR - http://www.scopus.com/inward/record.url?scp=85187807778&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-54256-5_36
DO - 10.1007/978-3-031-54256-5_36
M3 - Conference contribution
AN - SCOPUS:85187807778
SN - 9783031542558
T3 - Lecture Notes in Networks and Systems
SP - 380
EP - 389
BT - Information Technology and Systems - ICITS 2024
A2 - Rocha, Alvaro
A2 - Diez, Jorge Hochstetter
A2 - Ferras, Carlos
A2 - Rebolledo, Mauricio Dieguez
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Information Technology and Systems, ICITS 2024
Y2 - 24 January 2024 through 26 January 2024
ER -