What motivates customers to purchase from social commerce pages? A means-end chain approach
本研究运用手段-目的链理论，发现页面设计和售后响应是促使顾客在社交商务页面购买的关键属性，最终帮助顾客获得“被重视感”和“购买信心”。
Purpose This study investigates the benefits and personal values that motivate customers to purchase from social commerce (s-commerce). Design/methodology/approach The study uses the means-end chain (MEC) theory and the laddering technique to identify the personal values a customer expects to achieve while interacting with an s-commerce page. Findings “Page design” followed by “response to queries” during and after purchase are the two most important attributes that help a customer attain personal values. The study reveals “feeling valued” and “confidence” in a purchase as critical values for the customers. Practical implications Researchers suggest making an s-commerce page “easy to use” by focusing on the page design, aesthetics and appealing interface. S-commerce customers value prompt responses to queries during and after a purchase, which leads to a better customer experience. Originality/value This study is one of the first attempts to examine the personal values that motivate customers to purchase on s-commerce pages.