Consumption Behavior Pattern of Female Users of Social Media Instagram in Tehran

Abstract

The emergence of social networks has led to a change in the paradigm of social communication in all aspects of human life. This study, while describing the influential space of these networks on women's economic life, seeks to examine the economic value of Instagram as an example of non-market goods within the framework of microeconomic concepts. Accordingly, the purpose of this study is to estimate the Willingness to accept (WTA) female users in Tehran to avoid using Instagram for one month using the One-and-one-half-bounded dichotomous choice (OOHB) method. Accordingly, the purpose of this study is to estimate the Willingness to accept (WTA) female users to avoid using Instagram for one month using the OOHB method. This study is classified in terms of fundamental purpose and terms the descriptive survey research method. The total volume of the sample was determined by the Michelle and Carson 384 formula and the 7 -price range of the proposed questionnaire was specified by Cooper. The results of this study showed that the minimum Willingness to accept users not to use Instagram for a month was 415474 Tomans'; Approximately the monthly welfare surplus equivalent will be 989 billion tomans. The study's results indicated that education variables, income, time of using Instagram, and budget to access the Internet had a positive and significant effect on women. The results also showed that the age variables and the head of the household had a negative and significant effect on the desire to receive female users.‌One And-One-Half Bound Dichotomous Choice, Consumer Preferences, Women, Willingness to Accept. ‌‌IntroductionThis article studies the economic value of digital platforms, such as Instagram. Digital has changed the nature of output and the types of goods and services consumed in new economies. The impact social media, such as Instagram, has had on real-life relationships has been widely studied over recent years. Despite the changeful nature of digital technologies, it is challenging to value digital goods, given that the usage is free of charge. Similarly, more than 500 million people in the world and more than 26 million Iranian people are using Instagram in order to share information. These platforms are the sentinels of the digital economy. However, looking at the fundamental value of digital platforms such as Instagram is complicated, because these platforms grow thanks to low prices. MethodologyThis study, while reviewing the conceptual space of women using social networks, tries to extract the desire of women to receive not to use Instagram for a month. The authors have collected 384 questionnaires from women Instagram users in Tehran as part of a one and half-bound dichotomous choice model based on available random sampling. In designing a CV survey, a scenario should offer respondents information about the specifications of a good and the framework that will meet the requirements of realizable, acceptably, that it can enhance the credibility of the survey and make it more likely to produce reliable results. We explore the potential of online one and half-bound dichotomous choice experiments that seek to measure consumers’ willingness to accept compensation for losing access to Instagram and thereby estimate the changes in consumer surplus from these goods. One-and-one-half-bounded dichotomous choice (OOHBDC) model, could achieve the efficiency level of the double-bounded dichotomous choice (DBDC) model while significantly reducing the DBDC model's inherent problem of weak internal stability due to the response effect. In other words, A question OOHBDC format is employed to reduce the potential for response bias in multiple-bound formats, while maintaining much of the efficiency. FindingsThe findings of this study indicate that the minimum desire of women to receive for not using Instagram for a month is 415474 Tomans', which is approximately the equivalent of 83 billion Tomans' monthly welfare surplus. Variables of education, household income, time of using Instagram, and household budget for Internet access have a positive and significant effect, and age and head of household have a significant adverse effect on the desire of women not to use Instagram. The results also show that all occupational groups tend to receive more than the unemployed. The results of this study show that as the age group rises among Instagram users, the tendency to receive decreases. The variables of the number of children and marriage, although expected in terms of symptoms, are not statistically significant; The changing behaviour of the head of the household can be interpreted as the fact that women heads of households are less inclined to receive Instagram for a month than non-heads of households. The results also show that as the educational class rises among women, there will be a tendency to receive more. Based on user jobs, the coefficients of all jobs receive more than the unemployed. Household income as another variable affecting the desire to receive shows that with the increase of household income category, the user's tendency to receive regardless of the use of Instagram social network increases, which indicates the strong effect of income variable on Instagram use (consumption). Dedicated household budget variables for Internet access and time of use of Instagram overnight also have a positive effect on users' willingness to receive, and people who spend more than their dedicated household budget for Internet access and more time overnight on Instagram, tend to get more to ignore Instagram. ResultSocial media is informational technology, early aspects of which can be explained as the usage of active user participation, and collective intelligence. From the microeconomic point of view, this specific feature of the media vigorously discerns it from any classical economic goods, merging producers and consumers of the value.The Willingness to accept approximately 415 thousand tomans for not using Instagram for a month in the whole sample, shows the high importance of this social network among female Instagram users; This research is helpful for sociologists and especially policymakers in the cultural and social fields because it shows an overview of the importance of social networks among users with a focus on women. This value from the users' point of view emphasizes that policy-making g in the field of social networks, especially Instagram, unlike other media, must be fully aware of all its aspects.‌

Keywords

• one and one half bound dichotomous choice
• consumer preferences
• women
• willingness to accept