Effects Of Social Media On Hedonic Consumption Among Students Of Michael Okpara University Of Agriculture, Umudike (Mouau)

ABSTRACT

There has been some controversy about the effectiveness of Social media on students’ hedonic consumption. Since the evolution of Social Networking sites, parents and educators have shown great interests on its effects on student’s hedonic consumption. Hence, the study examined the effect of social media on hedonic consumption among students of Michael Okpara University of Agriculture, Umudike (MOUAU). The specific objectives were to: examine the effect of Facebook on hedonic consumption among students of MOUAU; evaluate the effect of Whatsapp on hedonic consumption among students of MOUAU; determine the influence of Twitter on hedonic consumption among students of MOUAU and to examine the influence of Youtube on hedonic consumption among students of MOUAU. The study adopted survey research design and simple random sampling technique. Primary data were used through the distribution of questionnaire. The total population of the study were 11232 students of MOUAU. Taro Yamane formula were adopted to determine a sample size of 386 student from the population. In effect, 386 questionnaire distributed but, 365 were recouped form the respondents which form the sample size of the study. A test-re-test were conducted to ensure validity and reliability of the data. The data were presented using 5point Likert scale, simple percentage and frequency. The hypotheses were tested using multiple regression technique. The empirical result revealed that Facebook, Whatsapp and Youtube application has positive and significant effect on hedonic consumption among students in MOUAU, Abia State.  However, Twitter social media application has no significant effect hedonic consumption among students of MOUAU. The study recommended that there is need for student of MOUAU to create Twitter accounts since it helps expression of identity and showing belonging and affiliation with others. This is because, when students feel a sense of belonging and affiliation with others, they will stick online longer and pay more attention to pleasures and catching fun.

Key Words: Social media, hedonic consumption, MOUAU Students.

TABLE OF CONTENT

Title page ﾿ i

Dedication ﾿ ii

Acknowledgement ﾿ iii

Declaration ﾿ iv

Certification ﾿ v

Table of Content ﾿ vi

List of Tables ﾿ viii

List of Figures ﾿ x

Abstract ﾿ xi

CHAPTER ONE: INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 4

1.3 ﾿ Objectives of the Study ﾿ 4

1.4 ﾿ Research Questions ﾿ 5

1.5 ﾿ Research Hypothesis ﾿ 5

1.6 ﾿ Significance of the study ﾿ 5

1.7 ﾿ Scope of the study ﾿ 5

1.8 ﾿ Definition of Terms ﾿ 6

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 ﾿ Conceptual Framework ﾿ 7

2.1.1 ﾿ Concept of Hedonic Consumption ﾿ 7

2.1.2 ﾿ Hedonic Consumption Vs Utilitarian Consumption ﾿ 11

2.1.3 ﾿ Concept of Social Media ﾿ 11

2.1.3.1 ﾿ Features of Social Media ﾿ 13

2.1.3.2 ﾿ Examples of social media ﾿ 13

2.1.4 ﾿ Sources and Determinants of Pleasure ﾿ 15

2.1.5 ﾿ Pleasure in the Product ﾿ 16

2.1.6 ﾿ Pleasure from Person–Product Interactions ﾿ 17

2.1.7 ﾿ Pleasure from expectations ﾿ 18

2.1.8 ﾿ Pleasure from engagement ﾿ 18

2.1.9 ﾿ Pricing Pleasure ﾿ 18

2.1.10 ﾿ Hedonic Attitudes and Consumption ﾿ 19

2.1.11 ﾿ Social Media and Hedonic Consumption ﾿ 21

2.1.12 The Direct Impact of Social Media Intensity on Hedonic Consumption ﾿ 21

2.2 ﾿ Theoretical Background ﾿ 21

2.2.1 ﾿ Operant Conditioning Theory ﾿ 21

2.2.2 ﾿ The Aesthetics of Cool by Vito Campanelli (2001) ﾿ 22

2.3 ﾿ Empirical Review ﾿ 23

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 ﾿ Research Design ﾿ 24

3.2 ﾿ Area of Study ﾿ 24

3.3 ﾿ Population of the Study ﾿ 25

3.4 ﾿ Sample Size Determination ﾿ 25

3.5 ﾿ Sampling Technique ﾿ 26

3.6 ﾿ Method of Data Collection ﾿ 26  

3.7 ﾿ Validity of Instrument ﾿ 26

3.8 ﾿ Reliability of Test Instrument ﾿ 27

3.9 ﾿ Method of Data Presentation and Analysis ﾿ 27

3.10 ﾿ Model Specification ﾿ 28

CHAPTER FOUR: DATA PRESENTATION/RESULTS AND DISCUSSION

4.1. ﾿ Rate of Return Questionnaire ﾿ 29

4.2 ﾿ Socio-economic characteristics of students of Michael Okpara University

of Agriculture, Umudike ﾿ 30

4.2.1 ﾿ Frequency Distribution of buying/selling goods/services via social media ﾿ 32

4.2.2 ﾿ Deriving pleasure through buying goods/services via social media ﾿ 33

4.2.3 ﾿ The level of pleasure derived from using social media ﾿ 34

4.2.4: ﾿ Effect of Facebook on Hedonic Consumption among Students of MOUAU35

4.2.5 ﾿ Effect of Whatsapp on Hedonic Consumption among Students of MOUAU36

4.2.6: ﾿ Effect of Twitter on Hedonic Consumption among Students of MOUAU37

4.2.7: ﾿ Effect of Youtube on Hedonic Consumption among Students of MOUAU38

4.3 ﾿ Test of Hypotheses ﾿ 39

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 ﾿ Summary of Findings ﾿ 43

5.2 ﾿ Conclusion ﾿ 43

5.3 ﾿ Recommendations ﾿ 44 

﾿ References

﾿ Appendix