Sociological Explanation of the Factors Affecting Youth Attitude to Consumption on Virtual Social Networks

This Paper is to study the sociological explanation of the factors affecting youth attitude to consumption on virtual Social Networks, based on the Theory of Walter Benjamin and Model of Persuasive Communication Media on the Theory of Morris Rosenberg & Carl Hovland. The theoretical model in this Research assumes the effect of the Social networks as a communications network, and as a stimulus to encourage the youth behavior. In other words, the youth attitudes to consumption on social networks, as the dependent variable, affected by factors such as trust to advertisers, attitude to message source, attitude to message nature, recipient rate of the message, youth self-esteem and contextual variables. The size on the statistical population is 227,790 persons and consists of youth aged 18 to 29 years residing in the Zanjan urban zones. 368 persons on the statistical population with the help of rules to determine the sample size, are based on the Multi-Stage Cluster Sampling and Quota Sampling, and were selected as statistical sample. This need data was collected using a conducted questionnaire, and was processed by Statistical Package for Social Sciences. The results showed that from an attitude to message source, attitude to message nature, recipient rate of the message, self-esteem, there is no significant difference between boys and girls respondents. Nevertheless, trust to advertisers, the ratio of boys is more than girls in offering the media leisure style, and Show more attitudes to social networks. Multiple Regression Analysis and Path Analysis indicates that depending on the value of Beta (β), Sum of these, 64% Change of youth attitude to consumption on social networks (R2 =.64), dependent in order variables attitude to message source (+.64), recipient rate of the message (+.43), rate of trust to advertisers (+.20) and self-esteem (+.09) among youth (+.13) marital Status (+.17) residing in the Zanjan urban zones.