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The influence of hedonic values on s-commerce adoption behavior

Hashim, Kamarul Faizal and Mohd Yusof, Shafiz Affendi and Ahmad, Rahayu (2015) The influence of hedonic values on s-commerce adoption behavior. Advanced Science Letters, 21 (5). pp. 1561-1565. ISSN 1936-6612

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Social commerce is gaining its popularity and becoming one of the important platforms for online commerce.Despite the growing advantages associated with s-commerce adoption, very few studies were conducted to examine the motives that drive consumers to adopt s-commerce platform.Thus, this study contributes by examining the influence of hedonic values on consumer’s decision to adopt s-commerce.A theoretical model is proposed and validated using a quantitative methodology.The research finding shows that s-commerce adoption intention is influenced by strongly influenced by their intention.Meanwhile consumer’s intention to adopt s-commerce is influenced by adventure, idea, gratification, sociality and value.This paper concludes by suggesting practical suggestions on how to increase user’s hedonic value when using s-commerce platform.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Divisions: School of Computing
Depositing User: Dr. Kamarul Faizal Hashim
Date Deposited: 01 Mar 2016 00:33
Last Modified: 27 Apr 2016 03:42

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