Consumidores Millennials: las gratificaciones a través del uso de Snapchat y su impacto a motivaciones impulsivas de compra

• Virgin Dones ^[1] ; José A. Flecha ^[1] ; María De Los M. Santos Corrada ^[1] ; Evelyn López ^[1]
  1. [1] Universidad del Turabo

     Universidad del Turabo

     Puerto Rico

     
• Localización: Esic market, ISSN 0212-1867, Nº 161, 2018, págs. 501-532
• Idioma: español
• DOI: 10.7200/esicm.161.0493.2
• Títulos paralelos:
  • Millennial Consumers: Gratifications through the use of Snapchat and its impact on impulsive motivations of purchase
• Enlaces
  • Texto completo  1 (pdf)   2 (pdf) 
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    Utilizando los resultados de 454 participantes de la generación Millennials, a través de la teoría de Usos y Gratificaciones los investigadores analizan cómo las estrategias de contenido a través de Snapchat impactan el uso y lo que se comparte en los contenidos.

    Además, se analizan las motivaciones a compras impulsivas. Este estudio exploratorio de tipo transversal utiliza la metodología cuantitativa a través de una encuesta aplicada. Los investigadores emplean el uso de ecuaciones estructurales de mínimos cuadrados parciales (SMART PLS). Los resultados finales contribuyen a la teoría a través de la identificación de factores de gratificación como interacción, manejo de relaciones, ahorro en compras, información, interactividad, fácil acceso al contenido, entretenimiento, creatividad, diversión y dinamismo.

  • English

    This research examines data on 454 participants from the millennial generation. Through the theory of uses and gratifications, the researchers analyze how content strategies employed by the Snapchat impact the use and sharing of content. In addition, motivations for impulsive purchases are analyzed. This exploratory study uses quantitative methodology through an applied survey. The researchers make use of partial least squares structural equations (SMART-PLS). The results contribute to the theory through the identification of gratification factors such as interaction, relationship management, purchase savings, information, interactivity, easy access to content, distraction, creativity, fun and dynamism.

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