Factors affecting consumers behavioral intention to share digital footprints on social media

Leong, Jenny Siew Yee (2024) Factors affecting consumers behavioral intention to share digital footprints on social media. Final Year Project, UTAR.

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Abstract

The emergence of social media has streamlined the transmission of information through various avenues, prompting individuals to supplant traditional methods with the integration of social platforms. In this era of state-of-the-art technology and the prevalence of big data in media channels, numerous touchpoints that consumers encounter on their technological devices at any time and place result in the creation of digital footprints, which companies can analyze to tailor advertisements and ultimately enhance sales. Hence, the objective of this research is to pinpoint the factors influencing consumers' behavioral intention to share their digital footprints on social media platforms. This entails an examination of independent variables such as perceived social influence, perceived habits, perceived enjoyment, perceived trust, and self�enhancement, and their respective relationships with consumers' behavioral intention to share digital footprints on social media. A descriptive approach is employed, involving the distribution of surveys to 150 respondents. Subsequently, utilizing SPSS software, the collected data is subjected to statistical analysis to ascertain the significance of the relationships between the independent variables and the dependent variable.

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