What motivates customers to purchase from social commerce pages? A means-end chain approach

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.