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Social Commerce and the Hedonic Utilitarian Nexus: An Empirical Analysis

Social Commerce and the Hedonic Utilitarian Nexus: An Empirical Analysis

Karine Aoun Barakat, Amal Dabbous, May Merhej Sayegh
Copyright: © 2021 |Volume: 19 |Issue: 3 |Pages: 21
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781799859222|DOI: 10.4018/JECO.2021070103
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MLA

Barakat, Karine Aoun, et al. "Social Commerce and the Hedonic Utilitarian Nexus: An Empirical Analysis." JECO vol.19, no.3 2021: pp.28-48. http://doi.org/10.4018/JECO.2021070103

APA

Barakat, K. A., Dabbous, A., & Sayegh, M. M. (2021). Social Commerce and the Hedonic Utilitarian Nexus: An Empirical Analysis. Journal of Electronic Commerce in Organizations (JECO), 19(3), 28-48. http://doi.org/10.4018/JECO.2021070103

Chicago

Barakat, Karine Aoun, Amal Dabbous, and May Merhej Sayegh. "Social Commerce and the Hedonic Utilitarian Nexus: An Empirical Analysis," Journal of Electronic Commerce in Organizations (JECO) 19, no.3: 28-48. http://doi.org/10.4018/JECO.2021070103

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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.

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