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The influence of perceived value on purchase intention in social commerce context

Internet research, 2017-08, Vol.27 (4), p.772-785 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited 2017 ;ISSN: 1066-2243 ;EISSN: 2054-5657 ;DOI: 10.1108/IntR-06-2016-0164

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  • Title:
    The influence of perceived value on purchase intention in social commerce context
  • Author: Gan, Chunmei ; Wang, Weijun
  • Subjects: Commerce ; Consumer behavior ; Consumers ; Consumption ; Design factors ; Electronic commerce ; Hypotheses ; Literature reviews ; Risk perception ; Social networks ; Social research ; User behavior ; User satisfaction ; Web sites
  • Is Part Of: Internet research, 2017-08, Vol.27 (4), p.772-785
  • Description: Purpose The purpose of this paper is to examine the effects of perceived benefits, i.e. utilitarian value, hedonic value and social value, as well as perceived risk, on purchase intention in social commerce context. Design/methodology/approach To cast light on the factors motivating users’ intention to purchase in the context of social commerce, data of 277 users of social commerce in China were collected via an online survey. Findings Results show that satisfaction significantly and positively affects users’ purchase intention in social commerce context. In addition, utilitarian, hedonic and social values have significant and positive impacts on satisfaction and purchase intention; and utilitarian value is found to be the most salient factor influencing purchase intention, while hedonic value has the greatest effect on satisfaction. Moreover, perceived risk significantly and negatively affects satisfaction. Originality/value Extant research on social commerce has mainly focused on investigating how the general perceived value affects user behavior, but has less considered different dimensions of perceived value. Moreover, prior studies have explored the roles of utilitarian and hedonic values on user behavior; however, there is a lack of research on the effect of social value. The current study attempts to fill these research gaps.
  • Publisher: Bradford: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 1066-2243
    EISSN: 2054-5657
    DOI: 10.1108/IntR-06-2016-0164
  • Source: ProQuest Central
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