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

Abstract

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.

Pengaruh Price Consciousness, Brand Image, Accessibility Dan Social Value Perception Terhadap Purchase Intention Sepeda Motor Honda Pada Dealer Cendana Di Kota Kendal

“…Nilai sosial didefinisikan sebagai nilai mengembangkan, memperluas, dan mempertahankan hubungan dengan konsumen lain serta berkomunikasi dan berinteraksi dengan orang lain. Peran nilai sosial dalam sikap individu, niat pembelian, dan niat perilaku lainnya telah menarik perhatian para cendekiawan (Gan & Wang, 2017). Konsep ini pertama kali dikedepankan sebagai salah satu motivasi belanja hedonis dalam konteks belanja offline.…”

“…Tingkat nilai sosial yang tinggi meningkatkan kepuasan pengguna terhadap situs-situs perdagangan sosial mereka dan memperkuat minat pembelian. Gan & Wang (2017) mencatat bahwa nilai sosial memiliki pengaruh signifikan terhadap niat pembelian terhadap aplikasi seluler berbayar. Jain & Mishra (2018) menguraikan dalam niat pembelian merek mewah bahwa nilai sosial berhubungan positif dengan niat pembelian barang mewah, individu yang dipengaruhi oleh hubungan sosial cenderung sadar akan status, dan mereka memiliki niat yang lebih besar untuk membeli produk-produk mewah dibandingkan dengan orang-orang yang kurang terpengaruh oleh hubungan interpersonal.…”

“…Penelitian ini menggunakan jumlah anggota populasi yang tidak diketahui dari konsumen calon pengguna sepeda motor Honda di Kota Kendal. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah accidental sampling, indikator yang digunakan dalam kuesioner penelitian pada variabel price consciousness dan purchase intention mengadaptasi dari Konuk (2015), brand image dari Mabkhot, Hasnizam, & Salleh (2017), accessibility dari Carvalho et al (2016), dan sosial value perception dari Gan & Wang (2017).…”

“…Pembelian sepeda motor diduga lebih disebabkan karena kebutuhan transportasi berangkat dan pulang kerja atau sekolah daripada dikaitkan pandangan sosial. Penelitian ini tidak mendukung hasil penelitian Gan & Wang (2017); Jain & Mishra (2018); dan Soh et al (2017).…”

Finding the Gap: Student Stress and Student Engagement of First-Year Undergraduate Student from Overseas

“…If the oversear first-year student feels that the surrounding environment is giving a negative stress, then the immigrant student will have a certain impact from it. Based on research conducted by [5], stress tends to increase in first-degree students and can have an effect on the physical and emotional health of students [6] Total that higher stress conditions in college students may lower their student engagement [7] in [6]. This shows a negative correlation the state of stress perceived by student engagement students.…”