Leveraging technological characteristics and perceived values to drive continuance intentions on social platforms: a generation Z perspective
DOI:
https://doi.org/10.7903/ijecs.2275Keywords:
Social commerce platform, Technological environments, Generation ZAbstract
Purpose - This study aimed to explore how social commerce platforms retain specific user groups in the context of emerging economies post-COVID-19. We intend to provide essential insights concerning market entry decision-making in other similar emerging markets and to develop marketing strategies for promoting consumer continuance purchase intention in current social commerce platforms.
Design/methodology/approach – By adopting the stimulus–organism–response model, this study established a framework to explore the impact of technological environments on consumers’ intrinsic and extrinsic values and visualize how these technological characteristics contribute to the continuance intentions. We used SPSS 22.0 and AMOS 21.0 to conduct multiple data analyses, and Confirmatory Factor Analysis to assess the reliability and validity of the research model, followed by Scanning Electron Microscopy and mediation analysis to test the proposed hypotheses.
Findings - The findings suggest that the pursuit of social, informational, and emotional values is the primary motivation rather than hedonic value and that social commerce platforms should not be considered simply as a communication tool or a social network service, but as artificial structural equivalence of social connections that carries users’ social capital.
Originality/value – By connecting the virtual social commerce platform and the real commercial world, this paper explains partially why consumers join a social network platform and why they repeatedly use it. The research could be potentially generalized to other developing countries and developed countries with analogous socioeconomic and cultural circumstances.
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