How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary

IF 0.7 Q4 BUSINESS
M. Fekete-Farkas, Abbas Gholampour, Parisa Bouzari, Hadi Jarghooiyan, P. Ebrahimi
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引用次数: 14

Abstract

The present study aimed to investigate the effect of demographic variables of gender and age on online consumer purchase behavior (CPB) on Facebook in Hungary. The statistical population of the present study consists of Facebook users in Hungary, including Hungarian natives, foreigners residing in this country including students. A sample of 433 online consumers in different age groups was surveyed. The questionnaire was shared via an online link on the Facebook platform and also on various channels. Welch’s t-test was used to examine the gender variable, and Welch and Brown-Forsythe test was used to examine the age variable. The results showed that there was a significant difference between CPB in all age groups and the age group of over 50 years on Facebook. This important result emphasized the importance and impact of social networks as marketing channels on young people. Another important point was the difference between the purchase behaviors of male and female consumers. The results from this research can have implications for businesses in developing their competitive advantages and adopting proper approaches in advertising and marketing campaigns based on the socio-demographic characteristics of people.
性别和年龄如何影响消费者的购买行为?来自匈牙利微观经济视角的证据
本研究旨在调查匈牙利性别和年龄的人口统计学变量对Facebook上在线消费者购买行为(CPB)的影响。本研究的统计人群包括匈牙利的Facebook用户,包括匈牙利本地人和居住在该国的外国人,包括学生。对433名不同年龄段的在线消费者进行了抽样调查。调查问卷通过Facebook平台上的在线链接以及各种渠道分享。Welch t检验用于检验性别变量,Welch和Brown-Forsyth检验用于检验年龄变量。结果显示,在Facebook上,所有年龄组和50岁以上年龄组的CPB之间存在显著差异。这一重要结果强调了社交网络作为营销渠道对年轻人的重要性和影响。另一个重要的观点是男性和女性消费者的购买行为之间的差异。这项研究的结果可能会对企业发展竞争优势以及根据人们的社会人口特征在广告和营销活动中采取适当的方法产生影响。
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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来源期刊
AD-minister
AD-minister BUSINESS-
自引率
55.60%
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审稿时长
5 weeks
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