THE INFLUENCE OF PERCEIVED BENEFITS DIMENSION ON \nPURCHASE INTENTION IN SOCIAL COMMERCE CONTEXT \n(Study at Social Commerce Users in Bandar Lampung)
Year: 2018
Type: dissertation
Study design: Observational Study
Abstract: Purchase made by consumers on online shopping through social commerce has a \nvariety of perceived benefits. The purpose of this study was to examine the effect \nof utilitarian value, hedonic value, and social value on purchase intention in social \ncommerce context. \nData were collected through a questionnaire distributed to 100 social commerce \nusers in Bandar Lampung, by using purposive sampling method, which is based \non the criteria of consumers who make purchase through social commerce \ncontext. The analysis technique used is multiple linear regression analysis. \nThe results showed that the utilitarian value, hedonic value, and social value can \ninfluence consumer purchase intention to make purchases in social commerce \ncontext. The research also found that social value as one of the perceived benefits \ndimension as the major of perceived benefits dimension that has influenced the \ncustomers to have purchase intention in social commerce context. \nKeywords: utilitarian value, hedonic value, social value, purchase intention, \nsocial commerce context.
Author: Tia Utari, 1411011132
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7038405805