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Purchase intention in social commerce: An empirical examination of perceived value and social awareness

Library hi tech, 2018-10, Vol.36 (4), p.583-604 [Peer Reviewed Journal]

Emerald Publishing Limited 2018 ;ISSN: 0737-8831 ;EISSN: 2054-166X ;DOI: 10.1108/LHT-01-2018-0007

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  • Title:
    Purchase intention in social commerce: An empirical examination of perceived value and social awareness
  • Author: Chen, Chia-Chen ; Hsiao, Kuo-Lun ; Wu, Shan-Jung
  • Subjects: Behavior ; Customer services ; Customers ; Electronic commerce ; Hypotheses ; Influence ; Internet ; Investigations ; IPTV ; Perceptions ; Purchasing ; Shopping ; Social identity ; Social networks ; Social research ; Theory ; Validity ; Web sites ; Websites
  • Is Part Of: Library hi tech, 2018-10, Vol.36 (4), p.583-604
  • Description: Purpose With the advent of the digital era, the internet has gradually become an essential factor in people’s lives. Its increasing popularity has also caused e-commerce to thrive, and has increased the power of online marketing. In recent years, social commerce has emerged as a new mode of operation which can be distinguished from traditional e-commerce. The paper aims to discuss these issues. Design/methodology/approach The main purpose of this study is to determine which factors influence a consumer’s behavioral intention in the context of social commerce websites, and to explore overall purchase intentions based on the consumer’s cognitive evaluation. The examination reveals that consumers’ multidimensional perceptions influence both their perceptions of value and their purchase intentions. Other related social awareness factors explored by this study are also shown to influence customers’ purchase intentions. Findings In summary, the results show that perceived value and social awareness factors influence customers’ purchasing decisions and behavioral intentions for different gender. These findings have significant theoretical and managerial implications. Originality/value Social commerce is a subset of e-commerce brought about by the development of social networking. Activities conducted on social networking websites can be considered as a form of social commerce. In Taiwan, social commerce is still in the early stages of development.
  • Publisher: Bradford: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 0737-8831
    EISSN: 2054-166X
    DOI: 10.1108/LHT-01-2018-0007
  • Source: AUTh Library subscriptions: ProQuest Central
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