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Determinants and Impacts of Pinterest Consumer Experiences

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.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc700041
Date12 1900
CreatorsVasquez, Lauren
ContributorsKnight, Delores Kay, Pookulangara, Sanjukta Arun, Kim, Young Hoon
PublisherUniversity of North Texas
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formatviii, 71 pages : illustrations, Text
RightsPublic, Vasquez, Lauren, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved.

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