Social Commerce Marketing Experimentation Through Conjoint Analysis: Online Consumer Preferences

Kamaljeet Kaur ； Satinder Kumar

《Journal of Business and Management》 27卷2期 (2021/09) Pp. 109-132

https://doi.org/10.6347/JBM.202109_27(2).0004

摘要

Purpose-The study analyzed the importance of social commerce stores on consumer purchase situations. It conducted conjoint analysis on consumer decision-making associated with online retailers that used Facebook as part of their promotional and trading system. Method-The study compared consumer preference for different marketing attributes by placing them on a comparable pricing scale or pricing out nonmonetary stimuli. The research framework adopted was the behavioral perspective model of consumer choice and conjoint analysis technique. Findings-The conjoint analysis revealed that price was the main driver in online shopping for consumers, followed by warranty, delivery charges, order channels, photo displays, sizes available, and charity donations. It further identified a reverse relationship of utility with price and delivery charges. Limitations-Primarily, as the survey was conducted among students from central universities in India, the outcomes should be interpreted with caution, specifically with respect to the generalizability of study results of social commerce users as a whole. Implications-Conjoint analysis is a useful technique for predicting choices made by customers, which supports the determination of actual drivers which might not be visible to the participants. Therefore, by studying various attributes significant to consumers in an online environment, vendors can decrease escape behavior and maximize buyers' time devoted to looking at various attributes to form the opinion systems.

關鍵字

social commerce marketing ； consumer preferences ； utility estimates ； conjoint analysis