The impact of interdependent self-construal towards intention to participate in social media photo/video contest campaign

2016 International Conference on Advanced Computer Science and Information Systems (ICACSIS) Pub Date : 2016-10-01 DOI:10.1109/ICACSIS.2016.7872788

Ghaisani Kusumo Wardina, P. Sandhyaduhita

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引用次数: 1

Abstract

In response to customer's demand enforcement, marketers need to carefully select the best marketing campaign. Marketers are creating a contest campaign that requires the participant to upload photos or videos via social media. Interdependent self-construal is one's perspective in which people are somehow connected in a social context. The technology acceptance factors, consisting performance expectancy, effort expectancy, and social influence, are also considered important to determine one's intention to use some particular technology. Hence, this study investigates how interdependent self-construal could influence one's intention to participate in social media photo/video contest campaign. Six hundred eighty-two (682) data were collected using online questionnaires and analyzed using the PLS-SEM technique. Result indicated that interdependent self-construal influences one's intention to participate in social media photo/video contest campaign through the acceptance factors of technology investigated.

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相互依存的自我建构对参与社交媒体照片/视频竞赛活动意图的影响

为了应对客户的需求执行，营销人员需要仔细选择最佳的营销活动。营销人员正在策划一场竞赛活动，要求参赛者通过社交媒体上传照片或视频。相互依存的自我解释是一个人的观点，在这种观点中，人们在某种程度上是在社会环境中联系在一起的。技术接受因素，包括绩效预期、努力预期和社会影响，也被认为是决定一个人使用某些特定技术的意图的重要因素。因此，本研究探讨了相互依存的自我解释如何影响一个人参与社交媒体照片/视频比赛活动的意愿。通过在线问卷收集682(682)份数据，并使用PLS-SEM技术进行分析。结果表明，相互依存的自我建构通过所调查的技术接受因素影响一个人参与社交媒体照片/视频比赛活动的意愿。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2016 International Conference on Advanced Computer Science and Information Systems (ICACSIS)

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