Journal of Economics and Management  
  Volume 13, No. 2  
  August, 2017  

The Role of Utilitarian and Hedonic Values on

  Users’ Continued Usage and Purchase Intention  
  in a Social Commerce Environment  

Wen-Kuo Chen

  Department of Marketing and Logistics Management, Chaoyang University of Technology, Taiwan  
  Dong-Shang Chang  
  Department of Business Administration, National Central University, Taiwan  
  Chun-Cheng Chen  
  Department of Business Administration, National Central University, Taiwan  



New business models of electronic commerce have been initiated in social commerce, whereby consumers can evaluate products based on user reviews; word of mouth further influences consumption decisions. This study aimed to develop a research model that adopts the value perspective by which to examine value-driven social commerce, and used partial least squares (PLS) to empirically test the research model and the data collected from 250 users. The results reveal that hedonic values play a more important role than utilitarian values do in users’ purchase intentions and the continued use of social commerce. It was found that quality and the feelings of interactions are antecedents of customer values. Social commerce allows customers not only to post and browse product reviews, but also to buy the product. This is a new form of e-commerce that connects consumers and shopping, and opens opportunities for new business models for electronic commerce. Several implications for research and practice have been derived from these findings.




Keywords: social commerce, hedonic values, utilitarian values, intention to   continue, intention to purchase



JEL classification: M10, M31