Page 67 - THEi Student Applied Research Presentations 2025

HOW SOCIAL MEDIA IMPACTS TEENAGERS
PURCHASE INTENTION IN THE HONG KONG

CATERING INDUSTRY

Poster Video
CHAN Tsz Ni
BA (Hons) in Culinary Arts and Management
Department of Hospitality and Business Management

RESEARCH BACKGROUND OBJECTIVES

In recent years, Hong Kong’s catering industry has lost some of its former • Identify Trends: Analyze current
vibrancy, especially when compared to mainland China and other global social media usage patterns among
cities. Today’s teenagers are far more engaged with social media platforms. Hong Kong teenagers when selecting
These digital natives are influenced by viral videos, trending memes and peer restaurants.
recommendations, which shape their dining preferences. • Measure Impact: Quantify how E-WOM,
Many local restaurants continue to invest in outdated advertising that simply entertainment content, and social
fails to resonate. This study aims to examine the actual impact of online trends ads influence dining choices.
on the dining choices of Hong Kong’s youth. To find out better strategies to • Evaluate Gaps: Assess why
restaurants to improve their online marketing strategies, which are more conventional marketing fails to

effective than the traditional marketing like TV commercial. engage teen consumers effectively.
• Gender Insights: Compare male/
METHODOLOGY female response differences to
digital strategies.
This study employed a quantitative approach using an online questionnaire • Practical Solutions: Develop actionable
distributed to 110 Hong Kong teenagers aged 18-39. recommendations to optimize

restaurants’ social media approaches.
The survey measured six key variables: E-WOM, entertainment, customization, • Enhance Competitiveness: Help
social media advertising, interaction, and engagement. local eateries compete with mainland/
Data was collected through structured 5-point, Likert scale questions and international rivals through data-
demographic items. Statistical analysis was conducted using SPSS software, driven digital engagement.
including regression analysis to determine variable influence strength, t-tests
for gender differences, and correlation analysis to examine relationships
between factors. The questionnaire was distributed via Instagram, Threads,
and WhatsApp over six weeks. ABOUT THE INVESTIGATOR
Results were validated through reliability testing. This methodology provided
empirical evidence of social media's impact on dining choices while controlling As a year 4 student in Culinary
for age and income. Arts and Management, I am keen to
explore the diversified development
FINDINGS of the catering and hotel industry.
Through internship experience, I
The study revealed three key findings on teenagers’ social media usage. deeply understand the importance of
industry management and marketing.
First, social media advertising (β=0.403, p<0.001) emerged as the strongest In the future, I hope to apply what I
factor for purchase intention. It showed that advertisements on social media have learned in the field of catering
should be primary marketing channels. brand planning and marketing,
Second, entertainment content (β=0.220, p=0.037) and E-WOM (β=0.187, promote the digital transformation of
p=0.045) were shown to affect teens’ purchase intention. The content and the industry with innovative thinking,
reviews on social media can affect their dining choices. and realize the value enhancement
Third, customization features showed negative correlation (β=-0.069), indicating and experience optimization of
that restaurants should reconsider investments in personalized menus. A gender catering services in management
analysis revealed that females valued aesthetic customization 23% more than positions.
males (p=0.015), suggesting a need for differentiated strategies. These results FYP Supervisor: Ms Joyce WONG
challenge conventional digital marketing approaches, emphasizing visual ads
and organic peer sharing over customization and direct interaction features for
teen engagement.
Student Applied Research Presentations 2025 56