Unravel the Determinants and Outcomes of Pathological Internet Used (PIU) Among Young Urban Millennials (YUM)

摘要

This study aims to examine the determinants and outcomes of Pathological Internet Used, specifically among the young Millennials who reside in urban districts of Klang Valley. Three determinants (social system, media system, and personality system) have been hypothesized, and subsequently,two outcomes (market maven and online consumer self-efficacy) have been identified. The research model developed in this study was based on the Media Dependency Model. Data were obtained via a structured questionnaire which was self-administered by researchers at three secondary schools inKelang, Shah Alam and Subang Jaya. A sample of 656 uppersecondary school students (316 male and 340 female) was used to test the hypotheses and to assess the model fit of the research model. A structural equation modeling procedure was employed to test the five hypotheses drawn from researchmodel and to assess its model fit. The results exemplify that media system and personality system are the determinants of PIU. However, surprisingly, social system does not have a significant effect on PIU. Sequentially, PIU affects significantly on the development of online consumer self-efficacy(OCSE) and market maven skills among this young Millennials. Based on the findings, implications of the current study and future directions for research were discussed.