According to Babin et al., (1994), these two main types of motivations are known as: utilitarian and hedonic. Traditionally, consumers have used shopping as a mean of acquiring what they need or a mean to stimulate positive emotions such as enjoyment (Chung et al., 2017). This justifies the need for further studies in the field as social commerce is still considered to be a promising area of research (Esmaeili & Hashemi, 2019). In the past few years, however, numerous differences have been depicted between social commerce and traditional e-commerce (Fu et al., 2019). Social commerce is frequently identified as a form of e-commerce activity (Liang & Turban, 2011), and has quickly become one of the key areas of interest among scholars in the online marketing research area (Roy et al., 2017). Social commerce makes use of Web 2.0 applications to help consumers and companies interact within an online context thus allowing users to acquire products and services (Liang & Turban, 2011). More recently, social networks have evolved to offer companies spaces through which they can sell their products, this has become known as social commerce (Hajli, 2015). Rapid advances in technology and the exponential growth in the number of social network users notably on Facebook and Instagram, have led companies to show growing interest in online channels as a means for engaging, entertaining, and informing consumers. They highlight the significance of the utilitarian and hedonic shopping motivations on social commerce adoption and ascertain the important mediating role of trust as well as the need to enhance economic benefits and enjoyment for customers. The results offer several theoretical and practical implications. Furthermore, economic benefit exerts a positive and significant influence on trust and intent to purchase using the social commerce channel. Findings indicate that the higher the hedonic value derived from a social network, the more trustworthy this channel becomes and the higher the purchase intention. A theoretical model was proposed and tested using a survey. This study addresses this shortcoming, as it investigates these relations. While this topic has received attention in the literature, research still lacks theoretical foundation tackling the relationships between hedonic, utilitarian motivations and social commerce purchase intentions. AbstractThe development of social networking sites has led to the appearance of social commerce using Web 2.0 to support social exchange activities.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |