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The Role of Utilitarian and Hedonic Values on Users' Continued Usage and Purchase Intention in a Social Commerce Environment

Author

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  • Wen-Kuo Chen

    (Department of Marketing and Logistics Management, Chaoyang University of Technology, Taiwan)

  • Dong-Shang Chang

    (Department of Business Administration, National Central University, Taiwan)

  • Chun-Cheng Chen

    (Department of Business Administration, National Central University, Taiwan)

Abstract

New business models of electronic commerce have been initiated in social commerce, whereby consumers can evaluate products based on user reviews; word of mouth further influences consumption decisions. This study aimed to develop a research model that adopts the value perspective by which to examine value-driven social commerce, and used partial least squares (PLS) to empirically test the research model and the data collected from 250 users. The results reveal that hedonic values play a more important role than utilitarian values do in users’ purchase intentions and the continued use of social commerce. It was found that quality and the feelings of interactions are antecedents of customer values. Social commerce allows customers not only to post and browse product reviews, but also to buy the product. This is a new form of e-commerce that connects consumers and shopping, and opens opportunities for new business models for electronic commerce. Several implications for research and practice have been derived from these findings.

Suggested Citation

  • Wen-Kuo Chen & Dong-Shang Chang & Chun-Cheng Chen, 2017. "The Role of Utilitarian and Hedonic Values on Users' Continued Usage and Purchase Intention in a Social Commerce Environment," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 193-220, August.
    • Handle: RePEc:jec:journl:v:13:y:2017:i:2:p:193-220
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    References listed on IDEAS

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    Cited by:

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    2. Shirazi, Farid & Hajli, Nick & Sims, Julian & Lemke, Fred, 2022. "The role of social factors in purchase journey in the social commerce era," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    3. Karine Picot-Coupey & Nina Krey & Elodie Huré & Claire-Lise Ackermann, 2021. "Still work and/or fun? -Corroboration of the hedonic and utilitarian shopping value scale," Post-Print hal-02572817, HAL.
    4. Yeneneh Tamirat Negash & Massoud Moslehpour & Pei-Kuan Lin & Shao-Chun Chiu & Yung-Yen Liu, 2021. "Mapping Generation Y Tourists’ E-Loyalty: A Sustainable Framework through Hierarchical Structure and Fuzzy Set Theory," Sustainability, MDPI, vol. 13(9), pages 1-22, April.

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    More about this item

    Keywords

    social commerce; hedonic values; utilitarian values; intention to continue; intention to purchase;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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