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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Determinants and Impacts of Pinterest Consumer Experiences

Vasquez, Lauren 12 1900 (has links)
Pinterest is one of the fastest growing social networking sites and is attracting the interest of retailers as an effective way to interact with consumers. The purpose of this study was to examine: 1) determinants and impacts of Pinterest consumer experiences. Specifically, this study examined the impacts of retailer reputation, trust, perceived ease of use, and perceived usefulness on Pinterest consumer experiences on retailer SNS. 2) To identify the impacts of Pinterest consumer experiences on consumer satisfaction, behavioral intention, and online retailer relationship. The instrument used existing scales drawn from the literature. A consumer panel (n = 300) of Pinterest users that connect to apparel retailers was used to collect data through an online consumer panel. Reputation is positively related to trust and to perceived ease of use. Perceived ease of use and usefulness significantly affected retailer Pinterest consumer experiences. The impact of Pinterest consumer experiences on satisfaction and behavior intention was positive and significant. Satisfaction and behavior intention also are significantly related to online retailer relationship. Results and business implications are discussed, as well are limitations and future research.

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