Determining dimensions of perceived value fostering intention to use local social media in IRAN

Ghorbani-HasanSaraei, HamidReza; Fallah, Ali; Jafari Kolarijani, Seyyed Ahmad; Molani-Aghdam, Mohammad; Ahmadi Mojaveri, Meghdad

doi:10.22034/scm.2025.548544.1952

Determining dimensions of perceived value fostering intention to use local social media in IRAN

Document Type : researcher

Authors

HamidReza Ghorbani-HasanSaraei ¹

Ali Fallah ²

Seyyed Ahmad Jafari Kolarijani ³

Mohammad Molani-Aghdam ⁴

Meghdad Ahmadi Mojaveri ⁵

¹ QaS.C., Islamic Azad University

² Department of Management, No.C., Islamic Azad University, Noor, Iran

³ Department of Management, QaS.C., Islamic Azad University, Qaemshahr, Iran

⁴ Innovation and Management Research Center, Am.C., Islamic Azad University, Amol, Iran

⁵ Tajan High Education Institute, Qaemshahr, Mazandaran, Iran

10.22034/scm.2025.548544.1952

Abstract

This study intends to determine the main dimensions of the total perceived value in users of local social network systems fostering tendency to be in favor of specific social network service. The applied model in this study is based on utilitarian, hedonic, monetary aspects. Data were collected from 165 SNS users in IRAN. In this study, the data has been analyzed using partial least squares structural equation modeling. According to the results, all hypothesis drawing relationship between antecedents and second order construct of perceived value are approved with hedonic or emotion-oriented facets of perceived value reflecting the most the development of perceived value when it comes to social network media, while ease of use facet dimension of utilitarian aspect making the least significant contribution in determining total perceived value. Besides, the salient facet of the aesthetic experience has been investigated in current study and it has proven as a reflective dimension of total perceived value.

Keywords

Perceived value

Intention to use social media

Utilitarian

Hedonic

Aesthetic experience

Subjects