Investigating the intention to purchase digital items in social networking communities: A customer value perspective

Authors:
Hee-Woong Kim;Sumeet Gupta;Joon Koh
Affiliations:
Yonsei University, 134 Sinchon-dong, Seodaemun-Gu, Seoul 120-749, Republic of Korea;Shri Shankaracharya Institute of Management and Technology, Junwani, Dist - Durg (C.G.), Bhilai 490020, India;Chonnam National University 300 Yongbong-dong, Buk-gu, Gwangju 500-757, Republic of Korea
Venue:
Information and Management
Year:
2011

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Abstract

Some social networking community service providers have earned revenue by selling digital items to their community members. We examined SNC member decisions to purchase digital items based on customer value theory. Six factors were extracted from three dimensions of customer value: functional, social, and emotional value. Our findings indicated that the effects of value on member purchase intentions were significant in terms of the emotional and social dimensions. Our results should help SNC providers by improving their sales of digital items.