Millennial Consumer Preferences in Social Commerce Web Design
Purpose – Considering the context in which social commerce has changed the way consumers search for information and share experiences, the objective of this study is to understand how three factors of web design (usability, functionality, and sociability) influence consumers’ cognitive and affective...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2020-01-01
|
| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/4038 |
| _version_ | 1818876814004584448 |
|---|---|
| author | Rafael Anaya-Sánchez Juan Marcos Castro-Bonaño Eloy González-Badía |
| author_facet | Rafael Anaya-Sánchez Juan Marcos Castro-Bonaño Eloy González-Badía |
| author_sort | Rafael Anaya-Sánchez |
| collection | DOAJ |
| description | Purpose – Considering the context in which social commerce has changed the way consumers search for information and share experiences, the objective of this study is to understand how three factors of web design (usability, functionality, and sociability) influence consumers’ cognitive and affective assessments and affect their intention to buy.
Design/methodology/approach – Using the PLS technique on a sample of 230 millennials who are regular social commerce users, this study is adapted to the social context of the existing literature on website quality, as well as theories of social learning and consumer intention to buy.
Findings – We used the results to compare the study’s 9 hypotheses, thereby linking variables of web design and socialization in e-commerce environments with components of social learning theory.
Originality/value – This article expands the understanding of the influence of design in social network website environments on consumer assessments and, consequently, their intention to buy, highlighting the importance of design for affective assessments. It also provides relevant information to professionals on how to design their websites to improve consumer purchase attitudes and behaviors, allowing them to focus on how to improve the user experience through web design within the context of continuously changing devices and consumer preferences. |
| first_indexed | 2024-12-19T13:48:22Z |
| format | Article |
| id | doaj.art-240bcf92859c4e3995d29899b8aacdb7 |
| institution | Directory Open Access Journal |
| issn | 1806-4892 1983-0807 |
| language | English |
| last_indexed | 2024-12-19T13:48:22Z |
| publishDate | 2020-01-01 |
| publisher | Fundação Escola de Comércio Álvares Penteado |
| record_format | Article |
| series | Revista Brasileira de Gestão De Negócios |
| spelling | doaj.art-240bcf92859c4e3995d29899b8aacdb72022-12-21T20:18:49ZengFundação Escola de Comércio Álvares PenteadoRevista Brasileira de Gestão De Negócios1806-48921983-08072020-01-0122110.7819/rbgn.v22i1.4038Millennial Consumer Preferences in Social Commerce Web DesignRafael Anaya-SánchezJuan Marcos Castro-Bonaño Eloy González-BadíaPurpose – Considering the context in which social commerce has changed the way consumers search for information and share experiences, the objective of this study is to understand how three factors of web design (usability, functionality, and sociability) influence consumers’ cognitive and affective assessments and affect their intention to buy. Design/methodology/approach – Using the PLS technique on a sample of 230 millennials who are regular social commerce users, this study is adapted to the social context of the existing literature on website quality, as well as theories of social learning and consumer intention to buy. Findings – We used the results to compare the study’s 9 hypotheses, thereby linking variables of web design and socialization in e-commerce environments with components of social learning theory. Originality/value – This article expands the understanding of the influence of design in social network website environments on consumer assessments and, consequently, their intention to buy, highlighting the importance of design for affective assessments. It also provides relevant information to professionals on how to design their websites to improve consumer purchase attitudes and behaviors, allowing them to focus on how to improve the user experience through web design within the context of continuously changing devices and consumer preferences.https://rbgn.fecap.br/RBGN/article/view/4038social commerceweb designintention to buysocial learningmillennials. |
| spellingShingle | Rafael Anaya-Sánchez Juan Marcos Castro-Bonaño Eloy González-Badía Millennial Consumer Preferences in Social Commerce Web Design Revista Brasileira de Gestão De Negócios social commerce web design intention to buy social learning millennials. |
| title | Millennial Consumer Preferences in Social Commerce Web Design |
| title_full | Millennial Consumer Preferences in Social Commerce Web Design |
| title_fullStr | Millennial Consumer Preferences in Social Commerce Web Design |
| title_full_unstemmed | Millennial Consumer Preferences in Social Commerce Web Design |
| title_short | Millennial Consumer Preferences in Social Commerce Web Design |
| title_sort | millennial consumer preferences in social commerce web design |
| topic | social commerce web design intention to buy social learning millennials. |
| url | https://rbgn.fecap.br/RBGN/article/view/4038 |
| work_keys_str_mv | AT rafaelanayasanchez millennialconsumerpreferencesinsocialcommercewebdesign AT juanmarcoscastrobonano millennialconsumerpreferencesinsocialcommercewebdesign AT eloygonzalezbadia millennialconsumerpreferencesinsocialcommercewebdesign |