The Use of Instagram in Impulsive Fashion Purchases amongst Kazakhstani Centennials

Dinara Satybaldiyeva, Aigerim Kazhmuratova, Zhazira Kakitayeva, Zhazira Tymbayeva, Leona Tam
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Abstract

The proliferation of digital technologies has made a huge impact on the development of consumers' behavior and purchasing habits. If to consider the rising presence and the role of centennials in the market, it is highly important to comprehend their preferences and consuming behavior. The primary purpose of this article is to examine the increasing role and impact of Instagram on the impulsive purchase of fashion items in the context of generation Z in Kazakhstan and to identify what kind of stimuli may affect the spontaneous decisions of centennials on buying apparel items. The methodology comprises six focus groups with 39 participants and an online survey which involved 106 centennials. The research was conducted in Almaty city among the population Z aged 18 and 22. The results indicate a prominent influence of Instagram in the everyday activities of respondents; moreover, it showed a positive correlation between this platform and the motivations of centennials to buy impulsively. The following results were obtained: 1) activities of fashion brands and friends' recommendations on Instagram act as stimuli on young consumers from generation Z; 2) activities of fashion brands and friends are likely to trigger positive reactions among centennials; 3) positive emotions derived from Instagram mainly can influence on centennials' impulsive purchases of fashion items. The outcome of this research can be helpful in the marketing departments of companies to understand the centennials' consuming habits and their use of social networks.
哈萨克斯坦百岁老人在冲动购买时装时使用Instagram
数字技术的扩散对消费者行为和购买习惯的发展产生了巨大的影响。如果要考虑到百岁老人在市场中的地位和作用,了解他们的偏好和消费行为是非常重要的。本文的主要目的是研究Instagram在哈萨克斯坦Z世代的背景下对冲动购买时尚物品的作用和影响,并确定什么样的刺激可能会影响千禧一代购买服装物品的自发决策。调查方法包括6个有39名参与者的焦点小组和一项涉及106名百岁老人的在线调查。这项研究是在阿拉木图市进行的,调查对象是年龄在18岁到22岁之间的人群。结果表明,Instagram对受访者日常活动的影响显著;此外,该平台与千禧一代的冲动性购买动机呈正相关。研究结果表明:1)时尚品牌活动和好友在Instagram上的推荐对Z世代的年轻消费者具有刺激作用;2)时尚品牌和朋友的活动更容易引发百岁人群的积极反应;3) Instagram产生的积极情绪主要影响百岁人群对时尚单品的冲动购买。本研究的结果可以帮助公司的营销部门了解千禧一代的消费习惯和他们对社交网络的使用。
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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