What type of gratifications motivate consumers to engage in social commerce?

What is it about?

Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate motives of users utilizing social media in their purchase decisions. Relevant uses and gratifications for social commerce (s-commerce) were chosen as information access, escape, entertainment, passing time, cool and new trends, and socialization. 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.

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Photo by Priscilla Du Preez on Unsplash

Photo by Priscilla Du Preez on Unsplash

Why is it important?

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.