CUSTOMER VALUE AND SUSTAINABLE CHOICE BEHAVIOUR IN SOCIAL COMMERCE
DOI:
https://doi.org/10.2478/eoik-2024-0021Keywords:
Social Commerce, customer value, sustainable choice be- havior, social media platforms, purchase decisions, online brand com- munitiesAbstract
The emergence of Social Commerce, facilitated by social media plat-
forms such as Facebook, Snapchat, and Instagram, has revolutionized
electronic commerce, reshaping consumer behavior and business
dynamics. This study investigates the connection between customer
value and sustainable choice behavior in Social Commerce, focusing
on individuals aged 18 and above actively engaged with these plat-
forms. Employing a convenience sampling method and a survey of
383 participants, a structural equation model was utilized to assess
various hypotheses. The findings highlight the significant impact of
word of mouth, intention, offers, and trust on purchase decisions with-
in Social Commerce. These factors play pivotal roles in shaping cus-
tomer perspectives, emphasizing the importance of integrating online
brand communities into marketing and communication strategies. By
leveraging social media, vendors can facilitate the discovery, sharing,
recommendation, and transaction of goods and services, enhancing
customer value and promoting sustainable choices. This study con-
tributes to the understanding of consumer behavior in the context of
Social Commerce, offering insights for businesses to adapt and thrive
in an increasingly digital marketplace.
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