Comparing Consumer Perceptions of Price Value, Privacy Risk and Benefits on Facebook and WhatsApp Groups

Rita Klonaridis () and Heleneze-Tiané Lues
Additional contact information
Rita Klonaridis: North-West University
Heleneze-Tiané Lues: North-West University

A chapter in Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, 2026, pp 1651-1662 from Springer

Abstract: Abstract Facebook and WhatsApp groups are widely used for informal buying and selling, with their popularity growing due to the convenience and peer-driven interaction they offer. However, the psychological and economic factors of price value, perceived privacy risk, and perceived benefits of Facebook and WhatsApp groups have received minimal attention. Comparing these platforms on these factors can provide entrepreneurs and informal traders with evidence-based insights into which platform is better suited to enhance customer experience and improve competitiveness within the social commerce landscape. As such, the aim of the study was to determine whether differences exist between Facebook and WhatsApp groups in terms of price value, perceived privacy risk, and perceived benefits. By following a quantitative research approach, data was collected from 174 consumers using a self-administered electronic questionnaire. The results of the independent samples t-test revealed no significant differences in consumers’ perceptions of price value, perceived privacy risk, and perceived benefits between Facebook and WhatsApp groups. Regarding the influence of price value and perceived privacy risk on the perceived benefits of shopping via these platforms, the regression analysis showed that, for WhatsApp groups, the price value of products significantly influences the perceived benefits of shopping from these groups. In the case of Facebook groups, both price value and perceived privacy risk were found to significantly influence the perceived benefits of shopping from these groups.

Keywords: Facebook; WhatsApp; Price value; Perceived privacy risk; Perceived benefits (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-981-95-6415-6_102

Ordering information: This item can be ordered from
http://www.springer.com/9789819564156

DOI: 10.1007/978-981-95-6415-6_102

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().