Influence of interpersonal competence on behavioral intention in social commerce through customer-perceived value

Abstract

Social commerce is a mixture of e-commerce and social media. The purpose of this study is to examine the effect of interpersonal competency on social commerce behavior through customer-perceived value. We adopt the aspects of interpersonal competence questionnaire (ICQ) to investigate its effect on customer-perceived value including utilitarian value, hedonic value, social value, and privacy risk of social commerce. We then analyze primary data collected from 255 active young consumers of college students of full time and part time at a university who have used social media. Our findings show the effect of interpersonal competence on customer-perceived value. Moreover, they also demonstrate the effect of the utilitarian value and social value on behavioral intention toward social commerce, recognizing the importance of functional utility of commerce activities and social utility of social media use in social commerce.