Beyond Browsing: Motivations for Experiential Browsing and Goal-Directed Shopping Intentions on Social Commerce Websites

Abstract This study investigated motivations and potential influence paths driving experiential browsing and goal-directed shopping intentions coexisting on social commerce (s-commerce) websites based on the model of goal-directed behavior (MGB). Surveys and research model tests were conducted using SmartPLS. Results revealed that users have more substantial social and hedonic motivations and social desire than utilitarian motivation for using s-commerce websites, which can lead to a higher experiential browsing intention. However, goal-directed shopping intentions of users can only be boosted using utilitarian motivation through the mediation of attitude toward s-commerce or commercial desire. Moreover, the results revealed the critical role of user attitude toward s-commerce compared with that of user desires in both experiential browsing and goal-directed shopping intentions. This study is the first in which the MGB was extended to explore the influence paths driving experiential browsing and goal-directed shopping intentions in the s-commerce context by simultaneously considering the mediating roles of desire and attitude. The empirical results of this study can be utilized by companies and s-commerce websites to develop effective strategies for strengthening user motivation to use s-commerce websites, which can enhance their shopping and browsing intentions.