Social Networks as Predictors in Purchasing Decisions, Mediated by Personal Factors in University Students

Olger Gutierrez-Aguilar, Loren Arias-Alfaro, Fanny Nina-Vilca, Alejandra Salas-Silvera, Alexandra Villanueva-Pickman

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

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.

Original languageEnglish
Title of host publicationInformation Technology and Systems - ICITS 2024
EditorsAlvaro Rocha, Jorge Hochstetter Diez, Carlos Ferras, Mauricio Dieguez Rebolledo
PublisherSpringer Science and Business Media Deutschland GmbH
Pages380-389
Number of pages10
ISBN (Print)9783031542558
DOIs
StatePublished - 2024
EventInternational Conference on Information Technology and Systems, ICITS 2024 - Temuco, Chile
Duration: 24 Jan 202426 Jan 2024

Publication series

NameLecture Notes in Networks and Systems
Volume933 LNNS
ISSN (Print)2367-3370
ISSN (Electronic)2367-3389

Conference

ConferenceInternational Conference on Information Technology and Systems, ICITS 2024
Country/TerritoryChile
CityTemuco
Period24/01/2426/01/24

Keywords

  • Facebook
  • Instagram
  • psychological factors
  • purchase decision
  • social factors
  • Tiktok

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