Title: Consumers' hierarchy value structure on social commerce: a means-end chain approach

Authors: Hong-Wen Lin; Yu-Ling Lin; Ya-Cing Jhan

Addresses: Department of International Trade, Chinese Culture University, No. 55, Hwa-Kang Rd., Yang-Ming-Shan, Taipei City 111, Taiwan, ROC ' Department of Business Administration, National Chin-Yi University of Technology, No. 57, Sec. 2, Zhongshan Rd., Taiping Dist., Taichung City 411, Taiwan, ROC ' Department of Business Administration, National Taipei University of Business, No. 321, Sec. 1, Jinan Rd., Zhongzheng Dist., Taipei City 100, Taiwan, ROC

Abstract: This study employs the means-end chains theory to explore the attributes emphasised by social commerce consumers and the resulting psychological values. We employ methods such as laddering interviews, content analysis, implication matrix, and hierarchical value map to construct the hierarchical value structure of 'platform attributes – consumption consequences – psychological values' from the consumer's perspective. The study categorised and summarised 12 platform attributes, ten consumption consequences, and eight psychological values. Additionally, this study extends the three main attribute categories of social commerce, an area previously unexplored by other research. The results indicate that a higher proportion of consumers seek support from social media technologies, followed by community interactions and commercial activities within the social commerce environment. These findings help online sellers to understand the most valued elements for consumers. The sellers could make promotion strategies based on these findings.

Keywords: social commerce; means-end chains; motivations; hierarchy value structure.

DOI: 10.1504/IJMC.2025.148269

International Journal of Mobile Communications, 2025 Vol.26 No.3, pp.354 - 376

Received: 04 Jul 2023
Accepted: 06 Sep 2024
Published online: 01 Sep 2025 *

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