The scope of social media browsing and online shopping for Mauritian E-Retailers A study based on utilitarian and hedonic values  

Oleh:

Ramlugun, Vidisha Gunesh ; Jugurnauth, Lucsha

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-22.
Topik: Social Media; Hedonic and utilitarian Theory; Mauritius
Fulltext: b14-122.pdf (179.43KB)

Isi artikel

Social media has enticed users in several ways and one of them is through online shopping. This has allured businesses to use diverse measures to achieve a competitive edge and to endorse their products and services to consumers through social media sites. However, till now limited research has been carried out in Mauritius to explore the business potential of social media. The aim of this study is to shed light on the prospect that social media holds by using hedonic and utilitarian motivational theory. The study also investigates whether perceived privacy, security and product risk influence online shopping. We use online survey for the purpose of primary data collection. The analysis reveals that convenience, cost saving, socializing and trend discovery and adventure positively influence the intention to browse and purchase through social media. Information availability, product selection, privacy, security and product risk, do not influence the purchase intention of users. Additionally, findings show that there are no significant relationship between perceived privacy, security and product risk and purchase intention. The findings of the study hold practical implications for Mauritian E-Retailers by providing insightful information about the relevant factors that motivate consumers to shop online.

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