The Role of Social Media Browsing Intention for Behavioral Outcomes of Young Consumers

Purpose -This research study attempts to analyze the online shopping orientation of high-school students through social media and the mediating eff ects of social media browsing intention on the relationship between shopping orientation and electronic word of mouth. The authors specifi cally investigated the eff ect of hypothesized variables, including hedonic and utilitarian motivation, social media browsing intention, word of mouth, and purchase intention.