Millennials Use of Social Media in Product Innovation Purchasing Processes

ABSTRACTThe 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.