Godlewska Agnieszka, Mazurek-Kusiak Anna Katarzyna, Soroka Andrzej
Faculty of Medical and Health Sciences, University of Siedlce, B. Prusa 14 St., 08-110 Siedlce, Poland.
Department of Tourism and Recreation, University of Life Sciences in Lublin, Akademicka 15, 20-950 Lublin, Poland.
Nutrients. 2025 May 26;17(11):1801. doi: 10.3390/nu17111801.
The aim of the study was to determine the impact of social media on the food purchasing decisions and dietary attitudes of Polish consumers. The research was conducted using the diagnostic survey method, employing an online questionnaire technique CAWI (Computer Assisted Web Interview). A total of 1099 adults participated in the study, including 54.23% women and 45.77% men. The survey data were analysed using multidimensional discriminant analysis. The study demonstrated that social media significantly affects the purchasing decisions of Polish consumers regarding food products. The study indicated that there is a gender difference in the impact of social media. Women more often use SM to gain knowledge about food products and shape their dietary attitudes, and they are more susceptible to marketing content. It seems necessary to regulate online advertising and eliminate excessive advertising, as this form of publication in the media is the most effective and has a significant impact on the purchase of food products by Polish consumers. Unrestricted access to content and lack of regulation lead to misinformation, which can result in erroneous purchasing choices.
该研究的目的是确定社交媒体对波兰消费者食品购买决策和饮食态度的影响。研究采用诊断性调查方法，运用在线问卷调查技术（计算机辅助网络访谈，CAWI）。共有1099名成年人参与了该研究，其中女性占54.23%，男性占45.77%。调查数据采用多维判别分析进行分析。研究表明，社交媒体对波兰消费者关于食品的购买决策有显著影响。研究指出，社交媒体的影响存在性别差异。女性更常利用社交媒体获取有关食品的知识并形成她们的饮食态度，而且她们更容易受到营销内容的影响。规范网络广告并消除过度广告似乎很有必要，因为这种媒体发布形式最为有效，且对波兰消费者的食品购买有重大影响。对内容的无限制访问和缺乏监管会导致错误信息，这可能导致错误的购买选择。
