instagram内容对instagram上购买食品兴趣的影响(以专业厨师对大学校长学生的instagram帖子购买兴趣为例)

IF 2.3 4区管理学 Q2 BUSINESS, FINANCE

Qualitative Research in Accounting and Management Pub Date : 2021-06-01 DOI:10.33508/RIMA.V4I1.3085

N. Salsabila, Jony Oktavian Haryanto

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引用次数: 0

摘要

利用Instagram进行商业活动成为年轻人，尤其是学生的一种特定活动。今天年轻人经营的在线业务之一是食品和饮料业务，另一个业务是服装和服装领域。Instagram用户对食品的需求正在增加，他们更喜欢通过Instagram进行网上购物。专业厨师的Instagram账户内容是影响人们通过Instagram社交媒体购买食品或饮料产品的内容。专业厨师是一个被大众所熟知的有趣的职业，它使年轻人对成为专业厨师这一职业产生了兴趣。专业厨师还使用Instagram媒体进行现场职业推广和品牌推广、食品促销、食谱甚至烹饪课程邀请。本次研究的主要对象是一位专业厨师的Instagram账号。研究样本是218名拥有Instagram账户并在Instagram上进行网上购物的大学校长学生。数据收集采用定量研究方法进行问卷调查。效度、信度测试，数据分析采用扫描电镜和SmartPLS。研究发现，经过验证的Instagram账户和关注更新的Instagram内容的意愿会影响产品的购买意愿，但Instagram内容和用户关注Instagram账户的兴趣并不会影响产品的购买意愿。

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INFLUENCE OF INSTAGRAM CONTENTS TOWARDS BUYING FOOD PRODUCT INTEREST ON INSTAGRAM (A CASE STUDY OF BUYING INTEREST THROUGH PROFESSIONAL CHEF'S INSTAGRAM POST ON PRESIDENT UNIVERSITY STUDENTS)

Using Instagram for business activities became a specific activity among young people, especially students. One of the online businesses run by young people today was a food and beverage business, the other business was in the clothing and apparel field. The need for food products was increasing on Instagram users who preferred to make online purchases through Instagram. The content of a professional chef's Instagram account was one that influenced individuals to buy food or beverage products through Instagram social media. Professional chef was an interesting profession known by the public and it made young people interested in becoming a professional chef as one of the career professions. Professional chefs also used Instagram media for live career promotion and branding, food product promotions, recipes and even cooking course invitations. The main subject of this research was the Instagram account of a professional chef. The research sample was 218 President University students who had Instagram accounts and made online purchases on Instagram. Data collection used was questionnaires using quantitative research methods. Validity, reliability tests, data analysis used was SEM with SmartPLS. It found that verified Instagram accounts and the intention of following updated Instagram content had influenced the purchase intention of a product, but Instagram content and users' interest in following instagram accounts did not affect the purchase intention of a product.

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来源期刊

Qualitative Research in Accounting and Management Multiple-

CiteScore

4.50

自引率

31.60%

发文量

期刊介绍： Qualitative Research in Accounting & Management is an international journal that promotes qualitative research at the interface of accounting and management. The journal encourages the assessment of practices in the accounting field through a variety of theoretical lenses, and seeks to further our knowledge of the accounting-management nexus in its broadest (e.g., organisational, social and political) contexts. QRAM welcomes submissions of original research papers, conceptual pieces, substantive review articles, and shorter papers such as comments or research notes. The following is intended to indicate potential topics, but is by no means prescriptive. These topics can be overlapping rather than discrete subject areas, and researchers should not feel restricted by the scope of the topics listed below. • Management accounting and control • Accountability, transition and organisational change • Performance management and accounting metrics • Accounting for strategic management • The use and behavioural effects of accounting information in organisational decision-making • Public and third sector accounting and management • Accounting and management controls for sustainability and the environment • Historical perspectives on the accounting-management interface • Methods and methodologies for research at the interface of accounting and management • Accounting and management in developing countries and emerging economies • Technology effects on accounting-management dynamics