| Abstract [eng] |
The aim of the study was to investigate the impact of opinion and text messages of opinion formers on the decision to purchase electronic goods online. Tasks: 1. Describe the types of opinion leaders and the visual and textual characteristics of their messages; 2. To analyze the influence of opinion formers on consumers' purchasing decision; 3. To compile a methodology for researching the impact of opinion and text messages sent by opinion formers on the decision to purchase electronic goods online; 4. Identify differences in the influence of opinion formers on consumers' purchasing decisions by product type and age; Identify differences in the impact of text and image messages from opinion formers on consumers' intention to purchase electronic goods online. Methods used in the work: 1. Theoretical - analysis, comparison and generalization of the content of scientific literature. 2. Empirical research - questionnaire survey. 3. Statistical correlation analysis of research data. An empirical study was conducted to elucidate the differences between the visual and textual impact of the messages conveyed by opinion formers on online purchases of computer game electronics, and the differences between Millennials and Gen Z generations. 214 respondents participated in the study, of which 52.8 percent. Millennials and 47.2 percent. Gen Z. The study found that generations of Gen Z and Millennials consumers have different views on the advertising messages provided by opinion leaders. The Gen Z is more influenced by the video message, and the Millennials by the photo and text. Gen Z's decision to buy is directly driven by its approach to advertising, while Millennials's approach to branding and source credibility. Generation Z users are more influenced by the opinions of opinion formers - experts - peer-to-peer, and Millennials - by experts and celebrities. |
