The Influence of Consumer Value-Based Factors on Attitude-Behavioral Intention in Social Commerce: The Differences between High- and Low-Technology Experience Groups

The purpose of this study is to examine the consumer values (i.e., hedonic, social, and utilitarian value) in choosing restaurants and how these values affect consumers' attitude toward and behavior intentions in the context of social commerce. This study is to develop a comprehensive conceptual framework that empirically examines and explains the salient factors that influence restaurant guests' behavior intentions regarding social commerce. A sample of 232 undergraduate students at a university in the Midwest United States was employed for this study using structural equation modeling. This research provides preliminary evidence that certain value dimensions (i.e., hedonic and social value) affect behavior intentions to use social commerce. In particular, utilitarian value has an influence on attitude toward social commerce, which in turn has a positive influence on consumers' behavior intentions. In addition, the results of this study revealed that there are significant differences between high- and low-technology experience group in the proposed model. Further discussion and implications are provided in the text.