Title: Assessing consumer value in social commerce using a holistic approach

Authors: Silvia Sievers; Manuela Gutiérrez-Leefmans; Sergio Picazo-Vela

Addresses: Marketing Department, Universidad de las Americas Puebla, Cholula, Mexico ' Marketing Department, Universidad de las Americas Puebla, Cholula, Mexico ' Marketing Department, Universidad de las Americas Puebla, Cholula, Mexico

Abstract: Studies on consumer value in social commerce usually focus on extrinsic values - utilitarian, economic, and social. However, while some intrinsic values - emotional, hedonic, and altruistic - are also studied in offline contexts, that is not the case with the online ones. The purpose of this study is to use a holistic approach of consumer value to focus on social commerce, where users use social networks to perform purchases. This study uses Holbrook's value typology to understand consumer value as a third-order construct - composed of intrinsic and extrinsic values - and analyses its impact on purchase intention. The research is based on a survey of social commerce users and uses structural equation modelling. The findings show that intrinsic values are as important as extrinsic ones. Theoretical and practical implications suggest considering both dimensions of value for marketing strategies in social commerce.

Keywords: consumer value; social commerce; social network sites; online consumer behaviour; structural equation modelling.

DOI: 10.1504/IJTMKT.2024.139772

International Journal of Technology Marketing, 2024 Vol.18 No.3, pp.339 - 369

Received: 03 Dec 2022
Accepted: 08 Jan 2024
Published online: 05 Jul 2024 *

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