An Empirical Study on Consumers’ Perceived Value of Social Commerce

Hong Sheng, Li Zhao


This study examines consumers’ perceived value in social commerce in terms of utilitarian, hedonic and social values. We developed a comprehensive model on consumers’ perceived value in social commerce, including antecedents of perceived values such as information quality, personalization, perceived playfulness, interactivity, and social presence, and the relationship between perceived value and attitude and purchase intention. Data was collected from an online survey. Results from the data analysis suggest that information quality and personalization affect consumers’ perceived utilitarian value; pesonalization, perceived playfulness and interactivity influence consumers’ perception on hedonic value; whereas interactivity and social presence contribute to consumers’ perceived social value.


Social commerce; Utilitarian value; Hedonic value; Social value; Purchase intention


Full Text: