Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model

Hsin-Hui Lee, Chia-Hsing Liang, Shu-Yi Liao and Han-Shen Chen
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Hsin-Hui Lee: Department of Health Diet and Industry Management, Chung Shan Medical University, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan
Chia-Hsing Liang: Department of Applied Economics, National Chung Hsing University, No. 250, Kuo Kuang Rd., Taichung 40227, Taiwan
Shu-Yi Liao: Department of Applied Economics, National Chung Hsing University, No. 250, Kuo Kuang Rd., Taichung 40227, Taiwan
Han-Shen Chen: Department of Health Diet and Industry Management, Chung Shan Medical University, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan

Sustainability, 2019, vol. 11, issue 20, 1-12

Abstract: The proliferation of Internet has accelerated the dissemination of information, which has given birth to the term “Internet meme”. Social network is one of the pivotal media in spreading an Internet meme. Marketers utilize Internet memes to carry out marketing activities to significantly improve their Internet exposure. We thus verify whether consumers generate purchase intention after being attracted to an Internet meme, as no such research prevails. We employ the value–attitude–behavior model as its theoretical core and discuss how the values formed by consumers under the impact of an Internet meme influence their purchasing behaviors through their attitudes. The participants of the study are Internet users who are habitual to checking Facebook. We adopted convenience sampling and developed 380 valid questionnaires. Structural equation modeling is applied to verify the study’s hypotheses. The research results reveal that utilitarian and hedonic values influence the Purchase Intention through utilitarian and hedonic attitudes. In light of the aforementioned findings, it is suggested that marketers and relevant participants focus on the hedonic value brought by an Internet meme and design fun and witty Internet memes to attract consumers.

Keywords: Internet meme; VAB model; utilitarian value; hedonic value (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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