Influence of interpersonal competence on behavioral intention in social commerce through customer-perceived value
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ORIGINAL ARTICLE
Influence of interpersonal competence on behavioral intention in social commerce through customer‑perceived value Ming‑Hsiung Hsiao1 Revised: 8 August 2020 / Accepted: 18 October 2020 © Springer Nature Limited 2020
Abstract Social commerce is a mixture of e-commerce and social media. The purpose of this study is to examine the effect of interpersonal competency on social commerce behavior through customer-perceived value. We adopt the aspects of interpersonal competence questionnaire (ICQ) to investigate its effect on customer-perceived value including utilitarian value, hedonic value, social value, and privacy risk of social commerce. We then analyze primary data collected from 255 active young consumers of college students of full time and part time at a university who have used social media. Our findings show the effect of interpersonal competence on customer-perceived value. Moreover, they also demonstrate the effect of the utilitarian value and social value on behavioral intention toward social commerce, recognizing the importance of functional utility of commerce activities and social utility of social media use in social commerce. Keywords Social commerce · Customer-perceived value · Social value · Interpersonal competence
Introduction A society is a large group of individuals, living as members of a community, interacting together in an orderly way based on shared expectations about each other’s behavior. A social network is a social structure consisting of individuals who make new connections with people based on similar interests or professions and communicate and share information on the Internet. Millennials born in 1980s and 1990s with the Internet exposed to the digital environment are sometimes called digital natives (Dabbous and Barakat 2020). The Internet is splitting people into two separate worlds: offline and online (real vs. virtual), distinguished between types of activities utilizing different technologies (Turkle 1995; Eklund 2015). Some people are fearful of their ill effects by using older new media technologies, while some develop new relationships and identities constituted within new media (Slater 2002). However, online life is not a space of its own, especially in the context of social networks. Online world can be an extension of our social networks
* Ming‑Hsiung Hsiao [email protected] 1
Department of Information Management, Shu-Te University, Kaohsiung, Taiwan
where people develop the same social relations as offline in the digital environment (Castells 2001; Eklund 2015). Social network sites (SNSs) is a networked communication platform built on the technological foundations of Web 2.0 that facilitates the construction of interactions and social relations between people who share similar interests, backgrounds, and/or real-life connections (Cheung et al. 2015; Wu et al. 2018; Erfani and Abedin 2018). SNSs can be seen as a specific type of social media in which users create profiles and content, establish social relationships, develop audio and video com
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