Examining Social Commerce Intentions Through the Uses and Gratifications Theory

Article


Aydin, G. 2019. Examining Social Commerce Intentions Through the Uses and Gratifications Theory. International Journal of E-Business Research. 15 (2), pp. 44-70. https://doi.org/10.4018/IJEBR.2019040103
AuthorsAydin, G.
Abstract

Changes in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers' use of social media sites and relevant technologies for different aspects of shopping has become an issue of utmost concern to retailers and related businesses. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate motives of users utilizing social media in their purchase decisions. Drawing from digital marketing and e-commerce literature, relevant uses and gratifications for social commerce (s-commerce) were chosen as information access, escape, entertainment, passing time, cool and new trends, and socialization. The proposed model was analyzed and tested via OLS regression and ANOVA analysis using the data collected from a survey study on 361 subjects in Turkey. Information access, relaxing entertainment, and socialization motives emerged as significant antecedents of s-commerce intentions. No significant effect of demographics on social commerce intentions were observed in the analysis.

KeywordsE-Commerce; s-commerce; social commerce; electronic commerce ; digital marketing; social media; UGT; Uses and Gratifications
JournalInternational Journal of E-Business Research
Journal citation15 (2), pp. 44-70
ISSN1548-1131
Year2019
PublisherIGI Global
Publisher's version
License
File Access Level
Anyone
Digital Object Identifier (DOI)https://doi.org/10.4018/IJEBR.2019040103
Publication dates
OnlineApr 2019
Publication process dates
Deposited26 Oct 2021
Copyright holder© 2019, IGI Global
Copyright informationCopying or distributing in print or electronic forms without written permission of IGI Global is prohibited.
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