The impact of social media on online purchasing decisions among knitting and crocheting enthusiasts
Nguyen, Duyen (2026)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026051311675
https://urn.fi/URN:NBN:fi:amk-2026051311675
Tiivistelmä
This thesis investigates the influence of social media on the online purchasing decisions of knitting enthusiasts. The research focuses on five key factors: social influence, engagement, trust, fear of missing out (FOMO), and purchase intention.
A cross-sectional quantitative survey was conducted via Google Forms, distributed through Facebook and Ravelry groups. A total of 131 valid responses were collected and analysed using descriptive statistics.
The results show that social influence is the strongest factor, with 91.6% of respondents valuing product recommendations from experienced artisans more highly than those from social media users in general. Trust is the second strongest factor, with 74% of respondents believing that user-generated content is more trustworthy than official brand advertising. Engagement is moderate, with approximately 57-61% actively participating in community discussions. FOMO scores below average and exhibits a bipolar distribution, dividing the community into FOMO-prone and FOMO-resistant groups. A notable difference was noted across platforms: Ravelry users were older, more experienced, and less susceptible to FOMO (fear of missing out) than Facebook users. Overall, 66.4% of respondents purchased handcrafted products through social media, confirming its role as a crucial shopping channel within this niche community.
A cross-sectional quantitative survey was conducted via Google Forms, distributed through Facebook and Ravelry groups. A total of 131 valid responses were collected and analysed using descriptive statistics.
The results show that social influence is the strongest factor, with 91.6% of respondents valuing product recommendations from experienced artisans more highly than those from social media users in general. Trust is the second strongest factor, with 74% of respondents believing that user-generated content is more trustworthy than official brand advertising. Engagement is moderate, with approximately 57-61% actively participating in community discussions. FOMO scores below average and exhibits a bipolar distribution, dividing the community into FOMO-prone and FOMO-resistant groups. A notable difference was noted across platforms: Ravelry users were older, more experienced, and less susceptible to FOMO (fear of missing out) than Facebook users. Overall, 66.4% of respondents purchased handcrafted products through social media, confirming its role as a crucial shopping channel within this niche community.