The influence of hedonic values on s-commerce adoption behavior
Social commerce is gaining its popularity and becoming one of the important platforms for online commerce.Despite the growing advantages associated with s-commerce adoption, very few studies were conducted to examine the motives that drive consumers to adopt s-commerce platform.Thus, this study cont...
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| Main Authors: | , , |
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| Format: | Article |
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American Scientific Publishers
2015
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/17393/ http://doi.org/10.1166/asl.2015.6102 |
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| Summary: | Social commerce is gaining its popularity and becoming one of the important platforms for online commerce.Despite the growing advantages associated with s-commerce adoption, very few studies were conducted to examine the motives that drive consumers to adopt s-commerce platform.Thus, this study contributes by examining the influence of hedonic values on consumer’s decision to adopt s-commerce.A theoretical model is proposed and validated using a quantitative methodology.The research finding shows that s-commerce adoption intention is influenced by strongly influenced by their intention.Meanwhile consumer’s intention to adopt s-commerce is influenced by adventure, idea, gratification, sociality and value.This paper concludes by suggesting practical suggestions on how to increase user’s hedonic value when using s-commerce platform. |
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