How Purchase Type Influences Consumption-Related Posting Behavior on Social Media: The Moderating Role of Materialism. Issue 1 (2nd January 2018)

• Record Type: Journal Article
• Authors: Duan, Jingyi; Dholakia, Ruby Roy
• Is Part Of: Journal of Internet commerce. Volume 17:Issue 1(2018)
• Page Start: 64
• Page End: 80
• Publication Date: 2018-01-02
• Subjects: Consumption-related posting behavior -- materialism -- purchase type -- social media -- user-generated content; Electronic commerce -- Periodicals; Telemarketing -- Periodicals; 658.87205
• DOI: 10.1080/15332861.2018.1424396
• Languages: English
• ISSNs: 1533-2861

Abstract

ABSTRACT: It is now common to see consumers post their own purchases on social media to communicate feelings and/or thoughts about the consumption items to their social media audience. The authors conducted two surveys with a student sample and an Amazon MTurk sample to investigate factors leading to such behavior. The results show that purchase type predicts the consumption-related posting behavior—experiential purchases are more likely to get posted than material purchases, and materialism serves as a moderator in the influence of purchase type on the posting behavior. Specifically, lower-materialism consumers are more likely to post experiential purchases on social media than material purchases, while higher-materialism consumers do not show such a pattern. This article pioneers in investigating consumption-related posting behavior and provides important implications to research on user-generated content, materialism, and purchase type.