Comparing Consumer Perceptions of Price Value, Privacy Risk and Benefits on Facebook and WhatsApp Groups

Facebook and WhatsApp groups are widely used for informal buying and selling, with their popularity growing due to the convenience and peer-driven interaction they offer. However, the psychological and economic factors of price value, perceived privacy risk, and perceived benefits of Facebook and WhatsApp groups have received minimal attention. Comparing these platforms on these factors can provide entrepreneurs and informal traders with evidence-based insights into which platform is better suited to enhance customer experience and improve competitiveness within the social commerce landscape. As such, the aim of the study was to determine whether differences exist between Facebook and WhatsApp groups in terms of price value, perceived privacy risk, and perceived benefits. By following a quantitative research approach, data was collected from 174 consumers using a self-administered electronic questionnaire. The results of the independent samples t-test revealed no significant differences in consumers’ perceptions of price value, perceived privacy risk, and perceived benefits between Facebook and WhatsApp groups. Regarding the influence of price value and perceived privacy risk on the perceived benefits of shopping via these platforms, the regression analysis showed that, for WhatsApp groups, the price value of products significantly influences the perceived benefits of shopping from these groups. In the case of Facebook groups, both price value and perceived privacy risk were found to significantly influence the perceived benefits of shopping from these groups.