Determinants of Social Image Satisfaction in Facebook Commerce: A Study of Pre-Owned Luxury Brand Watches

Facebook commerce has become increasingly popular, especially for consumer-to-consumer (C2C) transactions. This trading channel is highly utilized for local transactions and for connecting people with similar interests, thus making it an especially useful channel for buying and selling pre-owned lux...

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Bibliographic Details
Published inJournal of global information management Vol. 32; no. 1; pp. 1 - 27
Main Authors Changchit, Chuleeporn, Cutshall, Robert, Pham, Long, Loveland, Karen A
Format Journal Article
LanguageEnglish
Published Hershey IGI Global 29.07.2024
Subjects
Commerce
Consumer behavior
Consumer spending
Consumers
Consumption
Customer satisfaction
Customers
Data analysis
Decision making
Electronic commerce
Information management
Literature reviews
Luxuries
Marketing
Perceptions
Purchasing
Research methodology
Shopping
Social networks
User behavior
Web 2.0
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Summary:Facebook commerce has become increasingly popular, especially for consumer-to-consumer (C2C) transactions. This trading channel is highly utilized for local transactions and for connecting people with similar interests, thus making it an especially useful channel for buying and selling pre-owned luxury products. This study aims at examining the determinants of customers' social image satisfaction with the purchase of pre-owned luxury brand watches via the Facebook-commerce channel. Data were collected from two hundred Thai consumers who are the members of the pre-owned luxury brand watch Facebook group. The results revealed factors which significantly influence customers' social image satisfaction toward a pre-owned luxury brand watch. The findings also showed that the perceived symbolic value plays an important mediating role in the relationship between perceived experiential value and social image satisfaction.
ISSN:1062-7375
1533-7995
DOI:10.4018/JGIM.349940