The Role Of Hedonic Motivation In Social Commerce Toward Consumer Purchase Intention

Janifer Lunyai · Nordiana Ahmad Nordin

5 citations0/0 files storedInternational Journal of Business and Society

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

This study investigates the influence of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) elements on customer purchase intention within the context of social commerce, with a focus on the moderating role of hedonic motivation (HM). TPB factors, including attitude (ATD), subjective norm (SN), and perceived behavioral control (PBC), along with TAM factors - perceived ease of use (PEOU) and perceived usefulness (PU) - were examined for their connection to consumer purchase intention (CPI). Hedonic motivation's role as a moderator between TPB, TAM, and purchase intention was explored due to its impact on sensory, creative, and emotional responses of hedonic consumers towards products. The study, involving 500 online survey participants, employed SPSS 26.0 for initial analysis and Smart PLS 3.0 for structural equation modeling. Results supported seven out of ten hypotheses, offering valuable insights into hedonic motivation's regulatory effect on customer purchase intention in the realm of social commerce, contributing to a deeper understanding of this evolving market.

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References

2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2001Hedonic and utilitarian motivations for online retail shopping behavior 2018e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use 2016Social commerce—state-of-the-art and future research directions 2007Comment on Benbasat and Barki’s "Quo Vadis TAM" article.2021Determinants of the online purchase intention: hedonic motivations, prices, information and trust 2018Understanding online business simulation games: the role of flow experience, perceived enjoyment and personal innovativeness 2022The impact of security, individuality, reputation, and consumer attitudes on purchase intention of online shopping: The evidence in Vietnam

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