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首页> 外文期刊>Journal of Business Research >Millennials & Snapchat: Self-expression through its use and its influence on purchase motivation
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Millennials & Snapchat: Self-expression through its use and its influence on purchase motivation

机译：Millennials＆Snapchat：通过其使用及其对购买动机的影响

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摘要

This study examines how the Self-expression of Millennials on Snapchat impacts the platform's use and user purchase motivations. Employing the uses and gratifications (U&G) theory, this study tests a group of hypotheses through the use of partial least squares structural equation modeling (PLS-SEM). Based on a sample of 454 Millennial generation residents of Puerto Rico, our results indicate that dynamic factors play a dominant role in Snapchat usage and reveal how gratification that is generated through both Snapchat usage and interaction with the product and service brand content impacts purchase motivation. These results contribute to the U&G theory by revealing how Snapchat's ephemeral content gratifies and influences the expectations of Millennials through an atypical communicative approach that increases the influence of and relationship with product/service brands.
机译：本研究介绍了如何在Snapchat上的自我表达如何影响平台的使用和用户购买动机。采用用途和满足（U＆G）理论，本研究通过使用部分最小二乘结构方程模型（PLS-SEM）来测试一组假​​设。基于454千年生成居民的波多黎各的居民，我们的结果表明，动态因素在Snapchat使用中发挥着主导作用，并揭示了通过Snapchat使用和与产品和服务品牌内容的互动产生的最大限度如何影响购买动机。这些结果通过揭示Snapchat如何通过非典型交际方式揭示Snapchat的短暂内容和影响千禧一代的期望来促进u＆g理论促进了千禧一代的期望。增加了与产品/服务品牌的影响和关系的影响。

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