Millennials Use of Social Media in Product Innovation Purchasing Processes

被引：6

作者：

Kijek, Tomasz ^{[1
]}

Angowski, Marek ^{[2
]}

Skrzypek, Adam ^{[3
]}

机构：

[1] Marie Curie Sklodowska Univ, Lublin, Poland

[2] Univ Life Sci, Lublin, Poland

[3] Univ Nat Sci & Humanities, Siedlce, Poland

来源：

JOURNAL OF COMPUTER INFORMATION SYSTEMS | 2020年 / 60卷 / 01期

关键词：

Social media; product innovation; decision-making process; information; WORD-OF-MOUTH; CONSUMER-BEHAVIOR; INTENTION; DIFFUSION; DETERMINANTS; MODELS; SITES; COSTS; FLOW; EWOM;

D O I：

10.1080/08874417.2019.1604104

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

The main aim of this article is to study the role of social media in the process of browsing through and choosing innovative products within Millennials. To verify the formulated hypotheses, we have built a research model grounded in the diffusion of innovation theory and in the consumer behavior theory. This model has been estimated by applying the Structural Equation Modeling (SEM). Our sample consists of 315 buyers representing Millennials. The study confirms the positive influence of the utilitarian factor (i.e. convenience) and hedonistic factors (i.e. habit and adventure) on the use of social media for innovative product browsing. The results also show that product innovation browsing and sharing information affect purchase intention.

引用

页码：9 / 17

页数：9

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