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2.6.4 Interaction and Perceived Value
Effective interaction on social media enhances consumers’ satisfaction and eliminates consumers’ unpleasant feelings towards
a brand (Zamani et al., 2019). The study of Xie et al. (2021) found that there are three types of interaction that could lead to
stronger customer’s perceived value which are customer-environment interaction, customer-service employee interaction and
customer-customer interaction. Customer–employee interactions can induce customers’ perception of the service staff as
honest and kind while customer-customer interaction promotes perceptions of value creation among the consumers. During
the process of social interaction, the consumer's perceived value towards the brand will increase if there is more recognition
gained from others about the brand (Gan and Wang, 2017). In addition, Juliana et al. (2021) proved that the perceived value
of online channels can be brought by frequent interaction among businesses and consumers. Hence, frequent interaction on
social media will lead to the increase of consumers’ perceived value (Jakic et al., 2017). Thus, this study proposes a hypothesis
as follows:
Hypothesis 4: Interaction has a significant and positive effect on perceived value.

2.6.5 Trust and Purchase Intention
Trust is one of the important criteria that directly influences the customer purchase intention (Kaur and Khanam, 2015; Liu
and Tang, 2018). Trust is significant to reinforce the relationship between customers and organizations (Moslehpour et al.,
2021). Businesses that deliver accurate and suitable information about their product or services on the site can build trust
among the consumers and hence increase their purchase intention (Chen et al., 2018). As found in the study of Teng and Wang
(2015), consumer trust brings a beneficial impact on consumers’ purchase intention. Trust also enables the building of a
continuing, long-term relationship (Zhu et al., 2020). According to Nadeem et al. (2015), trust is a crucial criterion in any
transaction especially when it involves social media. This is because many people are giving their opinions about a product or
service on social media platforms. As highlighted by Zheng et al. (2017), trust can encourage future purchase intention and
enable the development of successful long-term relationships. This study thus hypothesizes the following:
Hypothesis 5: Trust has a significant and positive effect on purchase intention.

2.6.6 Perceived Value and Purchase Intention
Perceived value is associated with the purchase intention (Persaud and Schillo, 2017). The perceived value indicates consumers’
perceived preference towards a product that could increase their purchase intention (Wu and Chang, 2016). Perceived value
can be further categorized into hedonic value and utilitarian value. According to Gan and Wang (2017), consumers with higher
levels of perceived values have a higher probability to have a higher level of satisfaction towards the product or service and
hence the purchase intention will be higher. The positive value bought by the social media website will positively and
significantly affect consumers’ purchase intention (Chen et al., 2018). Besides, Nyffenegger et al. (2015) found that perceived
value is an important factor that drives consumers’ purchase intention. Similarly, Chen et al. (2018) stated that with a higher
perceived value, there will be a lower perceived risk towards the product or service and hence the likelihood that customers
purchase it will be higher. Thus, the following hypothesis is proposed:
Hypothesis 6: Perceived value has a significant and positive effect on purchase intention.

2.7 RESEARCH FRAMEWORK

ENTERTAINMENT
H1

H2 TRUST H5
PURCHASE
INTENTION
H3
PERCEIVED H6
VALUE
H4
INTERACTION

Figure 1: Research Framework
Figure 1 shows the research framework of the study. The framework was adopted from Moslehpour et al. (2021) and
highlighted that the entertaining and interactive social media are related to trust and perceived value in consumers, which in
turn will lead to the purchase intention of a preschool service.

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