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Social commerce as social networking

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  • Doha, Ahmed
  • Elnahla, Nada
  • McShane, Lindsay

Abstract

Behavioral intention toward social commerce has been explained mainly by consumers’ pursuit of utilitarian and economic value. However, in this paper, we show that consumers can be drawn to social commerce primarily for the pursuit of social value. Based on quantitative data from 193 university students, we found the pursuit of socialization, not usefulness or value, was the main driver for consumers’ behavioral intention toward social commerce services. The results of this study demonstrate social commerce as a vehicle for social value in the form of social capital gains and social engagement. This presents a new use of social commerce and shifts away from understanding it solely as a vehicle for functional or economic value.

Suggested Citation

  • Doha, Ahmed & Elnahla, Nada & McShane, Lindsay, 2019. "Social commerce as social networking," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 307-321.
    • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:307-321
    DOI: 10.1016/j.jretconser.2018.11.008
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    2. Miao Li & Ying Hua & Junxuan Zhu, 2021. "From Interactivity to Brand Preference: The Role of Social Comparison and Perceived Value in a Virtual Brand Community," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    3. Apol Pribadi Subriadi & Shinta Amalia Kusuma Wardhani, 2022. "Survivability Scenario of SMEs in Facing COVID-19 Crisis Based on the Social Commerce Framework," Sustainability, MDPI, vol. 14(6), pages 1-24, March.
    4. Wang, Lu-Yao & Hu, Hai-Hua & Wang, Le & Qin, Jian-Qun, 2022. "Privacy assurances and social sharing in social commerce: The mediating role of threat-coping appraisals," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    5. Ming-Hsiung Hsiao, 2021. "Influence of interpersonal competence on behavioral intention in social commerce through customer-perceived value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 44-55, March.
    6. Camelia Delcea & Liliana Crăciun & Corina Ioanăș & Gabriella Ferruzzi & Liviu-Adrian Cotfas, 2020. "Determinants of Individuals’ E-Waste Recycling Decision: A Case Study from Romania," Sustainability, MDPI, vol. 12(7), pages 1-28, April.
    7. Zhou, Fei & Mou, Jian & He, Meixian & Kim, Jongki, 2021. "Nicknames as identity badges: How self-reflective nicknames can facilitate users’ online social interactions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    8. Jinjie Li & Jiayin Qi & Lianren Wu & Nan Shi & Xu Li & Yuxin Zhang & Yinyin Zheng, 2021. "The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO," IJERPH, MDPI, vol. 18(22), pages 1-19, November.
    9. Kim, Eunjin & Yoon, Sungjun, 2021. "Social capital, user motivation, and collaborative consumption of online platform services," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    10. Camelia Delcea & Liviu-Adrian Cotfas & Carmen Lenuța Trică & Liliana Crăciun & Anca Gabriela Molanescu, 2019. "Modeling the Consumers Opinion Influence in Online Social Media in the Case of Eco-friendly Products," Sustainability, MDPI, vol. 11(6), pages 1-32, March.
    11. Mou, Jian & Benyoucef, Morad, 2021. "Consumer behavior in social commerce: Results from a meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    12. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.
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    14. Wu, Wei & Wang, Sihang & Ding, Guanqi & Mo, Jinfei, 2023. "Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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    Social commerce; Social networks;

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