Accessing the Influence of Perceived Value on Social Attachment: Developing Country Perspective

Abstract

Perceived value has a positive impact on users’ social attachment in social media usage contexts and is a topic at the forefront of current research in consumer behavior. Although studies have begun to investigate the factors influencing social attachment, there is a lack of research on how perceived value affects social attachment. Therefore, this study uses privacy concern theory, to build a theoretical model with moderated and mediation roles, using Chinese Tik Tok users as data and survey sample, and applying Mplus7.0 to analyze the mediation mechanism and boundary conditions of the relationship between perceived value and social attachment through the structural equation model. In Study 1, data were collected from 600 Tik Tok users to verify the mediating role of the sense of belonging in perceived value and social attachment relationship. The users participating in the questionnaire survey were mainly from mainland China. In Study 2, two waves of data were collected from 500 Tik Tok users to verify the mediating role of the sense of belonging, and support part of the moderating role of privacy concern. However, except that the relationship between information value and social attachment is inhibited by privacy concern, the relationship between entertainment and social value and social attachment is not regulated by privacy concern. This research examines the practical effects of perceived value in the context of social media use, reveals the internal mechanism of the impact of perceived value on social attachment, and provides a reference for the innovative management and commercial practice of social media.

Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform

“…Fourth, this study proved the moderating effect of privacy concerns on the relationship between community identity and purchase intention in community group buying platform. The findings are consistent with the logical reasoning of Krafft et al (2017) , Yu (2018) , and Wang et al (2021) . It is hypothesized that the main reason for this may be the role of privacy concerns not only in terms of its direct impact, but also in terms of its effectiveness as an important moderating variable that can change the effect of other marketing factors on consumer behavioral responses.…”

“…It has been shown that “in general, individuals psychologically perceive that they can share and communicate carefree on a secure virtual platform because they perceive high levels of perceived value and develop a sense of belonging in their continued use of that virtual platform. The impact of the privacy breach results is that users with higher privacy concerns are concerned about the collection, control, and use of personal information during the use of the medium, thus creating a perceived loss factor for using that community group purchase” ( Wang et al, 2021 ). This illustrates that if a user’s privacy concerns are more sensitive, then that user will expect enhanced privacy protection in their purchase intentions, resulting in lower purchase intentions.…”

The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

“…Social media has changed the way we interact, share, and communicate with others ( Vardeman-Winter and Place, 2015 ; Gao et al, 2021 ; Mujahid and Mubarik, 2021 ; Wang et al, 2021 ). Social media is “flexible enough to match our social capabilities and new ways of coordinating group action” ( Reitz, 2012 , p. 43).…”

Understanding the Mechanism of User Experience Role in Educational Livestreaming Platform

“…Privacy concerns refer to users' perceptions and concerns about the collection, acquisition, monitoring, and use of personal information, reflecting the subjective feelings of individuals about the corresponding privacy situations (Son and Kim, 2008;Ou and Yuan, 2016;Wang et al, 2021). For a user in a virtual context, privacy concerns are an important prerequisite for making security decisions and an important antecedent variable for privacy behavior.…”