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THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION

Z STUDENTS’ TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-
SATISFACTION

Article  in  Journal of Critical Reviews · June 2020

DOI: 10.31838/jcr.07.10.50

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 Journal of Critical Reviews
ISSN- 2394-5125 Vol 7, Issue 10, 2020

THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z

-SHOPPING INTENTION: A MEDIATING ROLE OF E-
SATISFACTION
Ahasanul Haque*1, Wasiul Karim2, Mohammad Arije Ulfy3, Zohurul Anis4, Nazmul Huda5
Department of Business Administration1,2&3
International Islamic University Malaysia, Box No. 10 5.728, Kuala Lumpur Malaysia
Department of Management Studies, University of Rajshahi, Bangladesh4
Department of Tourism and Hospitality Management 5
Noakhali Science and Technology University

Corresponding author: Ahasanul Haque,

Email: ahasanul@iium.edu.my

Received: 16.03.2020 Revised: 03.04.2020 Accepted: 20.05.2020

Abstract
In recent years, online shopping has dramatically increased and resulted many traditional retail stores a tragic demise. Due to the
increasing number of social commerce sites new generations are shifting towards online shopping by preference. The purpose of this
study is to investigate the effects of perceived value i.e. hedonic value, utilitarian value and social value, on e-satisfaction and online
shopping intention among Generation Z cohort university students. Total 287 data were collected from the students studying at the
university in Klang Valley area of Malaysia through online survey and face-to-face conversation. The data were analyzed by using partial
least squares structural equation modeling (PLS-SEM). The results show that e-satisfaction have positively and significantly affects
online shopping intention. Perceived value such as utilitarian value, hedonic value and social value have significant effects on e-
satisfaction and online shopping intention. The findings of this research will be extremely important for both digital marketers and

ability to discover more variables to examine the satisfaction and intention to use particular sites for e-shopping.

Keywords: Hedonic value, Utilitarian value, Social value, e-satisfaction, e-shopping intention, Generation Z.

© 2020 by Advance Scientific Research. This is an open-access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)
DOI: http://dx.doi.org/10.31838/jcr.07.10.50

INTRODUCTION Among all influencing factors were discussed in prior studies,

The use of internet is emerging by providing distinct
opportunities for e-purchase from both customer and seller
prospects (Sepehri-Rad, Sadjadi , & Sadi-Nezhad, 2019). Social
media plays a significant role for its hybrid component of
integrated marketing communication that let organization
building a strong relationship with its customers (Valos , Habibi,
Casidy , Driesener, & Maplestone , 2016). E-purchase or e-retail
online is a form of digital commerce that allows buyers to
purchase goods or services directly from a seller over the
internet via an internet browser (Wahab , Mokhtar , & Set, 2019).
In the past few years, the number of online stores has increased
and resulted of many traditional retail stores demise or oven
shifting towards e-commerce (Wang E. S., 2017).
Generation Z cohort is classified as a group of people born in the
era of technology. Apart from previous generations, Gen Z are
more advanced in using high-tech products and accustomed to
multiple information sources (Priporas, Stylos, & Fotiadis ,
2017). University students who are represented mostly by
Millennial and Gen Z nowadays are being categorized as
technology savvy
with high computer literacy and segmented as important
shopper (Lissitsa & Kol , Generation X vs.Generation Y-A decade
of online shopping, 2016). Value and convenience are key
determinants of purchasing online. Before making an online
purchase Gen-Z compare prices with physical stores as they
place importance on value of money (Nielsen , 2019). As with the
previous generation, the characteristic nature of Generation Z
behavior is significantly formed and affected by the diverse
environment and surrounding factors. There are limited study
conducted on Gen Z regarding the usage of social commerce and
online shopping intention.
value perception has been identified as the most significant one
affecting online shopping decisions for shoppers (Coker,
Boostrom , & Altobello, 2014). In online shopping, the
characteristics of the online store are viewed from two user
perspectives: functional and hedonic where functional value is
considered as utilitarian value (Lim & Ting , 2012). The
utilitarian consumers are motivated by the functional value of
the products offered online such as, most utilitarian consumers
are rational in thinking, and they are influenced by the related
information and navigation design of the online stores. So most
functionalities provided online (Toufaily & Pons, 2017). On the
other hand hedonic consumers are more prone to enjoy the
moment during online surfing (Overby & Lee, The effects of
utilitarian and hedonic online shopping value on consumer
preference and intentions, 2006). Though many researches had
been conducted using the effect of hedonic and utilitarian values
on user behavior (Lin & Lu, 2015), lack of researches is yet to
conduct on social value. A study conducted by (Gan & Wang,
2017) found that, utilitarian value, hedonic value and social value
purchase intention where utilitarian value as a dominant
position followed by hedonic value with greatest effect on
satisfaction.
The main objective of this research is to examine the hedonic,
util -shopping
intention by implementing an empirically testing model. The data
were collected from students studying at Klang Valley area in
Malaysia via an online and face-to-face conversation. PLS-SEM
was conducted in order to assess the model and testing the
hypotheses. With this criterion, the study aims to collect data and
analyze it with using PLS-SEM in order to investigate whether

Journal of critical reviews 231


INTENTION: A MEDIATING ROLE OF E-SATISFACTION
these values satisfies the Gen Z students intention towards online
shopping. However, the study develops few specific objectives
which are:
To examine the effect of Hedonic value on Generation Z
-shopping intention.
To examine the effect of Utilitarian value on Generation Z
-shopping intention
To examine the effect of Social value on Generation Z
-shopping intention.
To examine the mediating effect of e-satisfaction.
LITERATURE REVIEW
The topic of perceived value is widely used to examine the
satisfaction and future intentions towards scientific literature
mostly related to services (Wu & Li, 2017). Perceived value
refers to an overall assessment by a customer of the utility of a
product or service based on expectations of what is obtained and
what is provided (Zeithaml, 1988). Prior studies have done using
perceived value to determine the attitude and behavior. The
study of Gan & Wang ( 2017) suggested that perceived value such
as, hedonic, utilitarian and social values have significant
relationship on satisfaction and purchase intention in social
social commerce context where utilitarian and hedonic value are
found to be salient and greatest effect on satisfcation
respectively. Chen et al. (2019) studied mobile payments and
costomers satisfaction by using perceived value and the study
found that both hedonic and utilitarian value positively affects
customer satisfaction and mobile payment usage intention. (Kuo,
Wu, & Deng , 2009) reaveled that perceived value has a positive
impact on both customer satisfaction and post-purchase
intention. Kim et al. (2013) studied on mobile user engagement
using perceived value. Carlson et al. (2015) noted that perceived
online channel value significantly impacts user satisfaction.
Kesari & Atulkar (2016) found the positive relationship between
perceived value and satisfaction where both hedonic and
utilitarian value had positive and significant influence on
satisfaction.
Generation Z
The term generation Z applies to individuals born between 1995
to 2010 right after millennial (Mohr & Mohr, 2017). According to
the department of statistics Malaysia, Gen-Z are representing
about 26% of the total Malaysian population and reliance on
social media as a news source rose to 71% based on the study
(Nielsen , 2019). Zemke et al. (2000) differentiate six generations
in chronological order. Among those generations, Gen Y
expereinced a massive change of technology wheares Gen Z born
in the technology. In Malaysia, Gen Z is found to be equal as
worlds Gen Z population in terms of their characteristics because
they grow up with digital device, internet and technology
(Mohammed , 2018). As they grew up during the explosion of
technology, they are regarded as I-generation and net-gen
(Turner, 2015).
Generation X (Born between 1960 and 1980) is the first
generation who had experienced internet for their formal
communication such as using e-mail or web (Tyler, 2008).
Generation X are considered as the best-educated generation and
had adapted technology to boost their professional carrier up
while Generation Y (Born between 1980 and 1995) had seen a
massive change of technology, they have been using cellphones
from their childhood with an access of internet (Lissitsa & Kol,
2016). Gen Y is the first generation who has been comfortably
using technology. However, Generation Z (Born between 1995
and 2010) was born in the era of accelerated technology (Desai &
Lele, 2017).
Theoretical Framework
Journal of critical reviews
-SHOPPING
The Stimulus organism and response model (S-O-R) was first
introduced by Mehrabian and Russell (1974) in environmental
psychology. The SOR model has been widely exercised in
marketing studies and the literature of consumer behavior
(Wakefield and Blodgett, 1996; Donovan et al., 1994; Buckley ,
1991). As the Internet becomes a significant or complementary
source of sales for many retailers, work on the online purchasing
environment or what is known as the e-atmosphere or e-
servicescape has emerged (Birchall, 2010; Eroglu et al., 2001;
Harris and Goode, 2010; Koo and Ju, 2010). In the S-O-R system,
stimuli are believed to have an effect on an individual's
emotional state. This approach has been expanded later and
widely applied to online shopping outcomes. From online
shopping context, stimulus (S) describes the visual presentation
or any noticeable effect that perceived by online shopper.
Internal states (Organism) affect customer responses such as
intention to buy (Response). SOR stimulates the emotional and
cognitive state of the person by providing environmental cues,
contributing to certain behavioral outcomes (Chan , Cheung, &
Lee, 2017). Peng and Kim (2014) applied SOR model to
investigate internal (i.e. hedonic value and utilitarian value) and
(2010) found that, in the online environment hedonic value and
utilitarian value are the most prominent factors that motivate
consumers to engage with e-commerce. Chen et al. (2019) used
the SOR model to study consumer satisfaction and mobile
payment usage intention. Moreover, web-based aesthetic stimuli
may elicit cognitive, affective, and conative outcomes of online
shoppers (e.g., arousal, satisfaction, purchase and revisit
intention) in purchasing tasks (Wang, Minor, & Wei , 2011).
Based on the previous study this study examines the e-shopping
intention from the perspective of perceived value (i.e. hedonic,
utilitarian and social value). This study is using S-O-R model
where perceived value specified as (i.e. hedonic value, utilitarian
value and social value) stimulus, e-satisfaction as organism and
e-shopping intention as response.
E-Satisfaction
Satisfaction has been described as a significant factor affecting
intention to purchase in commercial contexts (Hsu & Lin , 2015).
It is theorized that satisfaction and perceived intention are
determined by hedonic value, utilitarian value and social value
also known as perceived value (Tarofder et al. 2017; 2019).
Satisfaction is described as a part of cognitive and emotional
stage where consumer evaluates the product and services right
after purchase (Chen et al. 2019). Satisfaction is a degree of
which judgements are associated to perform behavioral intention
(Chea & Luo, 2008). Customer satisfaction can result a succesive
behavioral intention or repurchase intention (Anderson &
Sullivan , 1993). Study conducted by Gan and Wang (2017) found
that satisfaction in social media context are salient thus it affects
the consumers purchase intention significantly and positively.
Social media website plays a significant role because it directly
affect consumers satisfaction thus have a positive impact on
purchase intention (Bai & Law, 2008). Satisfaction therefore has
a significant impact on the continuing intention of the consumer
(Zhang et al. 2015). Based on the statements above the following
hypothesis are formed:
H1: Satisfaction has a positive effects on purchase intention.
Hedonic Value
Hedonic value is prescribed as non-functional benefit where no
monetary values are involved instead; it pays attention more on
emotional benefits (Gan & Wang, 2017). The study conducted by
Ryu et al (2010) revealed that satisfaction of consumers acts as
partial mediator linking hedonic value and behavioral intention
in between. According to Chang and Tseng (2013) the study
232

INTENTION: A MEDIATING ROLE OF E-SATISFACTION
verify that purchase intention is influenced by perceived value
from online shopping such as hedonic value. The greater level of
hedonic value they absorbed the more satisfaction they develop
and more intention they generate towards online purchase (Gan
& Wang, 2017). The study also found that there is a significant
relationship among hedonic value and purchase intention (Lin &
Lu, 2015). Few studies examine both hedonic and utilitarian
value to study purchase intention and the result reveals the
importance of hedonic value rather than utilitarian value in the
line of purchase intention in s-commerce (Chen, Chang , & Chen,
2017). Based on the literature above, hedonic value is
significantly and positively affects satisfaction and thus let
consumers intention to purchase. With that the following
hypothesis is formed:
H2a: Hedonic value has positive effects on satisfaction.
H2b: Hedonic value has positive effects on purchase intention.
Utilitarian Value
Utilitarian value can be characterized as the overall consumer
determination / evaluation of the functional benefits received. It
is related to task-specific usage of online shopping channel, such
as task-related value and functional value. Utilitarian value is
stipulated as functional benefit where it involves judgment of the
product or services based on price, features and appropriateness
(Hoffman & Novak , 1996). It is also refer to the usefulness of the
products and services, functional value and value related to tools
and tasks (Babin, Darden, & Griffin, 1994). According to (Overby
& Lee, 2006)
on product features, advantages, cost and price of the products
after considering product characteristics. Previous study shows
the higher level of utilitarian value causes higher level of
satisfaction (Gan & Wang, 2017) and the higher level of
satisfaction pertaining consumer social commerce purchase
intention (Hsu & Lin , 2015). The study of Xu et al ( 2015) on
mobile application suggested that the utilitarian value has
significant effect on purchase intention. Consumer assesses
website to find the prefered products which is value for money
and convenient thus utilitarian value generates satisfcation
towards s-commerence site (Vijay et al. 2019) and triggers their
purchase intention. So utilitarian value plays a significant role on
satisfaction and consumers purchase intention.
2012) posits that utilitarian value has the potency for influencing
Proposed Model for This Study
H2b
Hedonic
H2a
value
H3a
E-Satisfaction
Utilitarian
value
H4a
H4b
Social
value
Figure 1: Proposed model for this study
RESEARCH METHODOLOGY
Construct measurement
The research model comprises five constructs, including hedonic
value, utilitarian value, social value, e-satisfaction and shopping
intention. All the measurement iteams were adopted from the
existing research but modified further to ensure the the validity
Journal of critical reviews
-SHOPPING
consumers purchase intention strongly. Consumer purchase
intention is influenced by the utilitarian value (Jang & Shin ,
2016). Based on the abovementioned literature the following
hypotheis is formed:
H3a: Utilitarian value has positive effects on satisfaction.
H3b: Utilitarian value has positive effects on ourchase intention.
Social Value
Social values plays an important role besauce consumers are
abided by the institutional rules that arose from family or other
reffereal group of people to put pressue on purchase intention or
perofom certain action (Shukla , 2012). Social value is an
important issue in social commerce as it significantly and
positively influence consumers purchase intention (Gan & Wang,
2017). Accourding to Sweeney and Soutar (2001) users evaluate
products or services not only by using enjoyment or functional
values they also evaluate through social consequences. Social
values are also related to status obtained by consume luxury
products (Abrar et al. 2019). Apart from status, an individual
obtains self-identification from using social commerce site by
sharing their shopping experiances and interracting with others
(Gan & Wang, 2017). According to Hu et al. (2015) social value
from online perspective plays a significant role on satisfaction
towards social commerce. Kim et al. (2013) revealed that
consumers social vaue has significant effects on intention to use
social commerce site. The research conducted by information
system adoption revealed that social aspects are being
conceptualized traditionlly into social norms where informal
rules are based, i.e. pressure form others to adopt the technology
due to its properity (Venkatesh, Morris , Davis , & Davis , 2003).
In the study of consumers perceived value in social commerce,
social value is found to be significant and positively affects on
consumers satisfaction (Alshibly, 2015). Based on the above
literature and prior findings, consumers social value using social
commerce site and social acceptance as well as approval leads
consumers satisfcation amd intention to use social commerce
websites. Thus the following hypothesis is formed:
H4a: Social value has positive effects on satisfaction
H4b: Social value has positive effects on purchase intention
H1 E-shopping
intention
H3b
of these constructs. first four items of hedonic value were
adapted from Gan and Wang (2017) and two items from Park et
al. (2011). Among six items of utilitarian value, four were
adapted from Gan and Wang (2017) and two from Park et al.
(2011). Social value were measured by five-itam scales, four
from Gan and Wang (2017) and one from Alshibly (2015). Four-
233
 -SHOPPING
INTENTION: A MEDIATING ROLE OF E-SATISFACTION

iteam scales of e-saticfaction were adapted from Gan and Wang
(2017) and Alshibly (2015). All three-items scales of shopping
intention were adapted from Gan and Wang (2017). All the
measurement items were measured using five-point likert scale
i.e. 1= strongly disagree to 5= strongly agree to express the
statement of agreement (Tarofder et al. 2013).
All the itams of the questionnaire were designed using english
language only. For the purpose of this study, 25 set of
questionnaire were distributed to the students of the university
for the pilot study with the aim of getiing comments and
feedback. Based on the comments and feedback given by
respondents the questionnaire was modified further to improve
the clarity and understandibility.
Data collection
Data for this research were collected using online survay and
paper based questionnaire during the period of December-
January 2020. The questionnaire was distributed to students
who are using social commerce website and shopping online.
Thus study was conducted using convenience sampling method
where students from the university with minimum shopping
experience in social commerece site was a part of this survey. the
information provided in this survey form were remain
ananomous. A number of 287 responses were collected from
whatsapp and facebook by sending the link of Google form and
face-to-face conversation. 26 out of those responses were
discarded as they left the survay form incomplete. And 43
responses were ommited due to not meet the qualifying
questions. The question was ased whether they were born
between the year of 1980 and 2010 and have they ever shopped
online. as a result 218 valid data were obtained for further
analysis.
Data Analysis
In order to validate the measurement model and structural
model this study used Smart PLS sofware version 3.0. `

Demographic profile
Table 2: Demographic profile
Measure Items Frequency Percentage
Gender Male 63 28.9
Female 155 71.1
Age Below 18 15 6.9
Between 18-20 65 29.8
Between 21-25 138 63.3
Level of study Undergraduate 151 69.3
Postgraduate 67 30.7
Online shopping experience Less than 1 year 83 38.1
1-2 years 64 29.4
2-3 years 57 26.1
More than 3 years 14 6.4
Spending time on s-commerce site Less than 1 hour a day 82 37.6
Between 1-3 hours a day 93 42.7
Between 4-5 hours a day 36 16.5
6 hours and above a day 7 3.2

Total of 218 data were analyzed which represents 75.95% of the
total sample collected. Table 2 shows that majority respondents
were female with 71.1 percent and aged between 21-25 were
63.3 percent. Undergraduate students were 69.3 percents and
online shopping experience were less than one year with 38.1
percent. However, 42.7 percent student stated that they spent 1-
3 hours a day on social commerce site.
Reliability and validity test
exploratoty
factor analysis (EFA) for this study. Total five factors were
extracted which represents 69.635 percent of the total variance.
Among those, first factor shows 32.842 percent of explainatory
power which was less than 50%. However, five factors were
above the eigen value of 1.
Measurement model
In order to assess the measurement model five latent variables
was estimated. All the constructs were modeled using reflective
indicators. To evaluate the convergent validity Composite
Reliability (CR) an
7.0 (Hair et al., 2013). Therefore, average variance extracted
(AVE) should be exceeded 0.5 as recommended by Hair et al.
(2013). The study indicates the value ranging from 0.877 to
0.941 for CR and 0.814 to 0.9
value ranging from 0.596 to 0.819 for average variance extracted
(AVE). Thus, the test result from the current study can conclude
the good reliability of all the items. The loadings as well as cross
loadings matrix were evaluated. Figure 2 indicates that all
indicators present higher loadings with their respective
constructs compared with other constructs. Thus it could be
determined that discriminant validity in this study was
established. The guidelines followed were that a loading higher
than 0.05 is acceptable, whereas a loading of more than 0.7
reflects more variance (Hair et al., 2016). Figure 2 shows the
loadings ranging from 0.712 to 0.910.
To illustrate discriminant validity, it refers the degree to which
factors are uncorrelated and distinct (Hair et al., 2013). Measures
of different constructs should not correlate highly with each
other (Fornell and Larcker, 1981). Table 3 shows the good
discriminant validity as it illustrate the square AVE of each factor
are larger than any of its correlations with the other factors.

Table 3: Convergent validity and reliability

AVE CR HV UV SV eSAT PI
HV 0.726 0.941 0.924 0.852
UV 0.692 0.931 0.911 0.489 0.905
SV 0.596 0.881 0.831 0.247 0.392 0.772

Journal of critical reviews 234

 -SHOPPING
INTENTION: A MEDIATING ROLE OF E-SATISFACTION

ESAT 0.641 0.877 0.814 0.256 0.427 0.091 0.832

ESI 0.819 0.931 0.889 0.391 0.519 0.513 0.249 0.801

Structural modeling results Hypotheses testing

The structural model reflects the relationship between the Table 4 represents the results of the hypotheses. The results
constructs or the latent variables that were hypothesized in this indicate that e-satisfaction significantly and positively affects
study. Both path coefficients and R 2 score were determined by
the structural model analysis. According to Hair et al. (2017), R 2 is supported for this study. Hedonic value significantly and
values of 0.75, 0.50 and 0.25 which describes substantial, positively affects e- -
moderate and weak levels of predictive accuracy. The t-value>
1.96 is significant at p< 0.05 and t-value> 2.58 is significant at p< supported. Utilitarian value significantly and positively affects e-
0.01 (Hair et al., 2017). -shopping intention
and H3b also supported. Social
value positively and significantly affects e-
t=5.014) and e-
and H4b also supported.

Table 4: Results of proposed model

T-
Hypotheses Path stats Decision
H1 e- 0.256 3.243 Supported
H2a -satisfaction 0.245 2.883 Supported
H2b 0.277 3.056 Supported
H3a e-satisfaction 0.146 3.185 Supported
H3b 0.277 2.753 Supported
H4a -satisfaction 0.440 5.014 Supported
H4b 0.167 2.403 Supported

Mediation effect analysis

Three mediating effects were examined in this study. First,
-satisfaction has a mediating effect on
hedonic value and shopping intention. Secondly, e-satisfaction
has a mediating effect on utilitarian value and shopping intention
and lastly, e-satisfaction has a mediating effect on social value
and shopping intention. A study of Hair et al. (2017) describes
several steps to be followed in order to analyze the mediation.
With 95% confidence intervals, 5000 simulation were
bootstrapped and found no 0 straddle in between. First step
mediator and mediator to dependent variable were found to be
significant in step one. Step two of Hair et al. (2017) was
c found to be significant, thus no full mediation was associated.
After that, path c indicated as direct effect (Hair et al., 2017) and
found to be significant. Thus the result indicated that there is a
partial mediation (complementary) between independent
variables and dependent variable.

Figure 2: Path analysis

DISCUSSION usage of social commerce site is a wise decision and perhaps

The objective of this study was to understand the effects of
perceived value (Utilitarian value, hedonic value and social
value) on e-satisfaction and online shopping intention among
Generation Z. The study identified the theoretical support for this
particular research. In this study e-satisfaction were found to be
significant and positively affecting online shopping intention.
This study is in line with previous findings (e.g. Gan and Wang,
usness
towards social commerce are resulted from satisfaction (Hsu &
Lin , 2015). Satisfied customers are more likely to discern that
customers are satisfied with the social commerce sites as all
expectations were fulfilled. Thus they will recommend others to
use the sites (e.g. Gan and Wang, 2017; Cronin et al., 2000).
Results also highlighted that hedonic and utilitarian value
significantly and positively affect e-satisfaction and shopping
intention. The result is in line with prior findings (e.g. Hsu and
Lin, 2015; Gan and Wang, 2017; Hu et al., 2015). The results also
indicate the significant and positive relationship among social
value and e-satisfaction (e.g. Alshibly, 2015; Gan and Wang,
2017). Social value is important among generation Z because

Journal of critical reviews 235

 -SHOPPING
INTENTION: A MEDIATING ROLE OF E-SATISFACTION

using of social commerce site for shopping would keep their good impression on others thus they intend to shop using s-
friends connected and accepted in the society and it may create a commerce sites (Sweeney & Soutar , 2001).

Table 5: Mediation effect

Step Path Relationship Coefficient t-value Sig. Decision
a1 path 0.245** 2.827 Yes
a2 path 0.146*** 3.142 Yes
Step 1 Accepted
a3 path 0.439*** 4.654 Yes
b path 0.256*** 3.109 Yes
c1 path 0.341*** 3.828 Yes
Step 2 c2 path 0.314*** 3.820 Yes Accepted
c3 path 0.279*** 3.547 Yes
c1' path 0.277** 2.912 Yes
Step 3 c2' path 0.277** 2.957 Yes Accepted
c3' path 0.167** 2.370 Yes
*P <0.05; **P <0.01; ***P <0.001

Bootstrapping 95% confidence intervals

Relationship Coefficient t-value Lower Upper
0.063 2.261 0.008 0.117
0.113 2.239 0.014 0.211
0.037 2.616 0.009 0.065

CONCLUSION, LIMITATIONS AND IMPLICATIONS
From theoretical point of view, this study contributes to
information system literature by enhancing the image of
perceived value. Perceived value was distinguished by hedonic,
utilitarian and social value in order to see the effects towards e-
satisfaction and thus shopping intention among Generation Z.
Prior study has been paid more attention to its general value
concepts and the existence of social value was paid least
attention. The findings of current study will enrich perceived
value dimensions in new generation with social commerce
contexts.
Previous study were mostly covered the general concept of
perceived value that can be defined as monetary value, quality,
benefit and social phycology (Kuo, Wu, & Deng , 2009) . Present
study discussed the core dimensions of perceived value and their
effects on e-satisfaction. The rapid increases of social commerce
sites and its value initiate a competition among firms in
customer-centred era, which has been examined through
conceptual and empirical studies. Perceived value was examined
as predominant factor in few studies in order to investigate the
shopping intention. Based on the present finding of this study,
researchers will be able to explore the three dimensions of
perceived value (i.e. hedonic value, utilitarian value and social
value) on shopping intention using social commerce sites.
The study highlights the key dimensions of perceived value. The
results show a positive relationship between hedonic value and
e-satisfaction. Social commerce sites would generate pleasure,
fun and excitement that lead Generation Z to attempt shopping.
Service providers should keep in mind that atmospheric design
of the social commerce sites are the key determinant of
-satisfaction and shopping intentions. Functional
value is another factor that every consumer is aware of. Quality
of the product satisfies consumers and let them be involved in
shopping. Point to be noted that, quality of the product can only
be measured in physical stores and it is hard for consumers to
take a look of products which are offered e-retail stores. Thus e-
retailers should keep an eye on the product quality. In addition,
the information about products is to be specified and the
appropriate products selection should be taken into account.
However, the study denotes the importance of social value and
its effects on e-satisfaction and shopping intention. It is
important to know the social commerce sites for shopping is
widely accepted in the society and it would keep them connected
with each other. Perceived value thus considered an important
commerce sites.
The study also offers in-depth understanding of Generation Z and
their behavior on social commerce sites and the value they look
for. The use of social commerce sites are expanding and resulted
many traditional retail stores downsizing or even shifting
towards social commerce platform in order to sustain in the
market place. The new generation especially Gen Z is considered
to be technology savvy and the shopping intention among
Generation Z are growing for the time being. Based on the
timeline of Generation Z, they are yet to be employed as they are
still continuing their studies in different universities. Taking
initiative on how to attract and retain young generation by
providing valuable services in social commerce sites would be a
wise decision for e-retailers as Generation Z are going to be a
part of future customers.
This study was conducted to examine the shopping intention
among Generation Z students particularly in Klang Valley area.
However, this study has a few limitations that should be taken
into account. First of all, the participants of this study were
mostly taken from convenient sample rather than probability
sample. Secondly, young generations such as Generation Z were
mainly involved in this study from particular area thus; the study
should be done throughout the Malaysia. As the number of social
commerce sites and its users are increasing, the behavior of
Generation Z may differ from one area to another. For instance,
consumers may experience different services provided by social
commerce sites in rural area compared to urban area. Thirdly,
this study examined the shopping intention based on three
factors such as hedonic value, utilitarian vale and social value
which has examined several times in previous studies. Thus, new
factors are recommended to be examined in order to discern the
shopping intention among new generations.
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