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2021 | OriginalPaper | Chapter

Social Network Behavior, from Information Search to Purchase: The Case of Generation X and Millennials

Authors : Célia M. Q. Ramos, João M. F. Rodrigues

Published in: Universal Access in Human-Computer Interaction. Design Methods and User Experience

Publisher: Springer International Publishing

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Abstract

Generation X and Millennials are very important to marketers, as they are the country’s main workforce and consequently have the biggest purchasing power. Social networks enable these consumers to become more informed and direct them toward potential purchases. This study analyzed Generation X and Millennial consumers and their social network behavior while searching for information about commercial products and services, and investigated how these platforms contribute changing a visitor into a buyer. A survey was implemented based on the experience economy theory and was disseminated through social networks. Then a social networks user experience (SNUX) model was developed to study the UX associated with platform use as a medium to find information about products and services with intention to purchase. The data were analyzed via structural equations modeling using SmartPLS 2.0, and the results obtained showed that information disseminated with educational and/or entertainment content was the main variable that influenced purchase intention for these two generations.

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Title: Social Network Behavior, from Information Search to Purchase: The Case of Generation X and Millennials
Authors: Célia M. Q. Ramos
João M. F. Rodrigues
Publisher: Springer International Publishing
Book: Universal Access in Human-Computer Interaction. Design Methods and User Experience
Print ISBN: 978-3-030-78091-3

Electronic ISBN: 978-3-030-78092-0

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-3-030-78092-0_20

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