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- Title
Analyzing female image framework and online community's psychological anxiety in online social media advertisement.
- Authors
Han, Yu
- Abstract
With the widespread penetration of network and computer technology into various fields of contemporary life, there exists a compelling imperative to investigate the nexus among the portrayal of female imagery within Online Social Media (OSM) advertisements, consumers' proclivity for purchase, and the psychological unease prevalent in the online community. Its overall goal is to foster sustainable economic development. This study constructs a Stimulus-Organism-Behavior psychological model, leveraging a nuanced comprehension of the theoretical underpinnings of OSM advertisement communication and consumer behavior. This study focuses on female consumers as the population statistical object and adopts a methodological approach centered on a comprehensive questionnaire survey (QS). The purpose is to confirm the interaction between consumer self-behavior, the image deployed in product advertising, and the resulting purchase intention. Upon statistical examination of the data, it is discerned that 56.10% of consumers within the online self-dimension of consumer self-image cognition acknowledge a congruence between the imagery presented in the product advertisement and their self-image. Additionally, 51.63% of these consumers want to acquire products from the advertised series. It is noteworthy that women demonstrate a propensity for irrational shopping tendencies, marked by attributes such as anxiety and the pursuit of fashion throughout the consumption process. Correlation analysis substantiates the relationships between the identified factors, thereby validating the proposed psychological model. The discerned insights furnish an experimental foundation for informing and guiding the sustainable development of the green consumption economy within the realm of OSM.
- Publication
Current Psychology, 2024, Vol 43, Issue 33, p27021
- ISSN
1046-1310
- Publication type
Article
- DOI
10.1007/s12144-024-06345-2