Customer Value and Sustainable Choice Behaviour in Social Commerce

Abstract The emergence of Social Commerce, facilitated by social media platforms such as Facebook, Snapchat, and Instagram, has revolutionized electronic commerce, reshaping consumer behavior and business dynamics. This study investigates the connection between customer value and sustainable choice behavior in Social Commerce, focusing on individuals aged 18 and above actively engaged with these platforms. Employing a convenience sampling method and a survey of 383 participants, a structural equation model was utilized to assess various hypotheses. The findings highlight the significant impact of word of mouth, intention, offers, and trust on purchase decisions within Social Commerce. These factors play pivotal roles in shaping customer perspectives, emphasizing the importance of integrating online brand communities into marketing and communication strategies. By leveraging social media, vendors can facilitate the discovery, sharing, recommendation, and transaction of goods and services, enhancing customer value and promoting sustainable choices. This study contributes to the understanding of consumer behavior in the context of Social Commerce, offering insights for businesses to adapt and thrive in an increasingly digital marketplace.