SURF

Hai Hoang

Purchase Intention as a Function of Social Media Mediated by Self-Esteem

What will happen if Myspace use can increase your narcissism? What will happen if Facebook use can increase your self-esteem and decrease your self-control? What will happen when only ten minutes of using Facebook may make you more willing to purchase online products? Those are some of the questions I want to answer in my study considering it is impossible to deny the great influence of online social network on our daily lives. More specifically, I want to examine if peoples personality and self-control may change after using Facebook, and if the reduced self-control can lead to higher purchase intention. The findings of this study may help explain the enormous growth of electronic commerce worldwide. Online businesses can also take advantage of this outcome to promote their sales.

Message to Sponsor

Thank you the generous donors and the wonderful SURF staff for making this award possible to me. I am aware that it will be intellectually challenging to carry out individual research, but I am genuinely excited for the opportunity to fully emerge in researching with no worry about grade pressure and financial constraint. Beside giving me the first hand experience in research, this fellowship will enhance my student resume and make me a more competitive candidate for graduate schools. I also look forward to working with and learning from the dedicated SURF staff and other outstanding SURFers.
  • Major: Psychology
  • Sponsor: Pergo Fund
  • Mentor: Kaiping Peng, Psychology