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The impact of social media on the change of shopping behavior: a comparison between the purchasing habits of young consumers in Germany and China

  • This research examines the impact of social media on consumer behavior, focusing on how consumer behavior and habits change after the use of social media by German and Chinese young consumers. A comparison of the differences between the two groups is also conducted. The study was conducted based on theoretical background and terminology, followed by six hypotheses. Then this research determined the scope, target population, and sample size before using focus groups and online questionnaires as survey methods. While analyzing the questionnaire data, the research tested the hypotheses and demonstrated the effects between the variables. The results indicated partial agreement with existing studies. Browsing time positively correlates with the purchase journey. The duration of online discounts negatively correlates with transaction speed. Young consumers' demand increases with the amount of time they spend browsing product advertisements. However, some findings ran counter to previous investigations. The impact of SMM on young consumers has no adverse effect on the time spent browsing products. Moreover, only in some cases, young consumers' purchase intentions are positively correlated with demand. Keywords: Young consumers, Social media marketing, Consumer behavior, Purchase journey, Purchase intention, Online time-limited discounts, Demand

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Author:Ruiduo Qian
Referee:Eva KirnerGND
Document Type:Master's Thesis
Year of Completion:2023
Granting Institution:Hochschule Furtwangen
Date of final exam:2023/02/28
Release Date:2023/04/12
Tag:China; Consumer behavior; Germany; Social Media
Page Number:111
Degree Program:IMM - International Management
Functional area:Marketing
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt