PRODUCT BROWSING ON SOCIAL MEDIA: EXAMINING THE MOTIVATION AND INFLUENCE ON WORD-OF-MOUTH AND PURCHASE INTENTION

Purpose: This study examines the critical factors that motivate millennials consumers to browse restaurant products on Instagram, as well as how the intention to browse the product will affect purchase intention in the future. This relation will lead to the exchange or share the product information (word-of-mouth intention) with others. Methodology: A comprehensive literature study and hypothesis development are conducted. Primary data are obtained with a convenience sampling and snowball sampling approaches through online self-administered questionnaires distributed to 223 respondents aged 20-39 years (Generation Y/millennials) who have an Instagram account and have browsed the restaurant products through the platform. This approach is followed by data analysis using Structural Equation Modeling (SEM). Findings: Consumers intention to browse the product of a restaurant on Instagram positively and significantly influenced by utilitarian motivation and its four dimensions, namely convenience, information availability, product selection, and customized advertisement. This relation is also influenced by hedonic motivation and its four dimensions, namely trend discovery, socializing, adventure, authority, and status. For the utilitarian motivation, product selection has the highest influence on the intention, whereas, for the hedonic motivation, adventure has the most substantial influence. Furthermore, browsing intention is linked in a significantly positive manner with purchase intention and word-of-mouth intention. Originality/value: This research provides more understanding of the utilitarian and hedonic motivations of millennials consumers in product browsing on social media, by explicitly elaborating on the dimensions of motivation. Practical implications: By understanding consumer motivation, restaurant managers can develop specific messages communicated through social media (Instagram) to millennials as a target audience to increase their WOM further and purchase intention.