Social Commerce and the Hedonic Utilitarian Nexus: An Empirical Analysis

Karine Aoun Barakat, Amal Dabbous and May Merhej Sayegh
Additional contact information
Karine Aoun Barakat: NSEEC Grande Ecole, INSEEC U, Paris, France
Amal Dabbous: Saint Joseph University of Beirut, Lebanon
May Merhej Sayegh: Saint Joseph University of Beirut, Lebanon

Journal of Electronic Commerce in Organizations (JECO), 2021, vol. 19, issue 3, 28-48

Abstract: The development of social networking sites has led to the appearance of social commerce using Web 2.0 to support social exchange activities. 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. This study addresses this shortcoming, as it investigates these relations. A theoretical model was proposed and tested using a survey. 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. Furthermore, economic benefit exerts a positive and significant influence on trust and intent to purchase using the social commerce channel. The results offer several theoretical and practical implications. 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.

Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/JECO.2021070103 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:19:y:2021:i:3:p:28-48

Access Statistics for this article

Journal of Electronic Commerce in Organizations (JECO) is currently edited by Pedro Isaías

More articles in Journal of Electronic Commerce in Organizations (JECO) from IGI Global
Bibliographic data for series maintained by Journal Editor ().