This research examines the impact of the Big Five personality traits and social media usage on price consciousness and determines if this impact is influenced by generational cohort by comparing 215 millennials with 300 baby boomers. The survey research with a national panel of U.S. consumers utilizes established scales along with asking about hours per week spent on social media. While the study found no generational differences in price consciousness, it did find differences in the Big Five personality traits as millennials are more open, but baby boomers are more conscientious, agreeable, and neurotic. The results suggest for millennials, extroverts are more price conscious and open individuals are less price conscious. The amount of social media usage does impact the level of price consciousness with those spending more time on social media being more price conscious. When comparing social media usage by cohort, there is no significant difference in terms of time spent on Facebook, but there are significant differences in time spent on Twitter, Instagram and Snapchat as millennials use all three of these sites more. Marketers can utilize social media to reach price conscious consumers and encourage extroverts to share/repost their business' price deals so their reference groups are aware of them. If businesses are trying to reach a broad target market including millennials and baby boomers, Facebook would be the best option, given its popularity across the cohort groups. If marketers are focusing on millennials, they may also want to have a presence on Instagram and Snapchat.

中文翻译：

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接触有价格意识的消费者：个性、世代群体和社交媒体使用的影响

本研究通过比较 215 名千禧一代和 300 名婴儿潮一代，检验了大五人格特征和社交媒体使用对价格意识的影响，并确定这种影响是否受代际群体的影响。与美国消费者全国小组进行的调查研究使用既定的量表，并询问每周花在社交媒体上的时间。虽然该研究发现价格意识没有代际差异，但确实发现了五巨头人格特征的差异，因为千禧一代更加开放，但婴儿潮一代更加认真、随和和神经质。结果表明，对于千禧一代来说，外向的人更注重价格，而开放的人则不太注重价格。社交媒体的使用量确实会影响价格意识水平，因为在社交媒体上花费更多时间的人对价格更敏感。在按群组比较社交媒体使用情况时，在 Facebook 上花费的时间没有显着差异，但在 Twitter、Instagram 和 Snapchat 上花费的时间存在显着差异，因为千禧一代更多地使用这三个网站。营销人员可以利用社交媒体来接触对价格敏感的消费者，并鼓励外向的人分享/转发他们企业的价格交易，以便他们的参考群体了解他们。如果企业试图进入包括千禧一代和婴儿潮一代在内的广泛目标市场，考虑到 Facebook 在各个群体中的受欢迎程度，它将是最佳选择。如果营销人员专注于千禧一代，