ABSTRACT

Two characteristics of millennial behaviour motivate the present study – an increasing concern for various life issues, and an increasing level of social media usage. In the present study, we focused on millennials’ societal concerns, financial concerns and social exclusion concerns and examined how these concerns influence social media behaviour. Adopting the compensatory consumer behaviour framework, we proposed that millennials’ social media behaviour can be understood as a form of compensatory consumption, that is, a coping mechanism for dealing with major life concerns. Data collected from a commercial survey of Australian millennials supported most of our hypotheses. We observed that social exclusion concerns directly influenced social media behaviour, whereas societal and financial concerns influence social media behaviour indirectly through influencing social exclusion concerns. Our proposed model explained more than half of the variance in social exclusion concerns, and more than one-third of the variance in social media behaviour.

摘要

千禧一代行为的两个特征激发了本研究——对各种生活问题的日益关注，以及社交媒体使用水平的提高。在本研究中，我们关注千禧一代的社会问题、财务问题和社会排斥问题，并研究这些问题如何影响社交媒体行为。采用补偿性消费行为框架，我们提出千禧一代的社交媒体行为可以理解为补偿性消费的一种形式，即处理重大生活问题的应对机制。从澳大利亚千禧一代的商业调查中收集的数据支持我们的大部分假设。我们观察到社会排斥问题直接影响了社交媒体行为，而社会和财务问题通过影响社会排斥问题间接影响社交媒体行为。我们提出的模型解释了社会排斥问题中一半以上的差异，以及社交媒体行为中三分之一以上的差异。