Digital-social construction of willingness to pay in online marketplace: Economic sociology of the digital functional food market in Indonesia

Achmad Fauzi, Sudarsono Hardjosoekarto, Radhiatmoko Radhiatmoko, One Herwantoko, Darwan Darwan, Ewina Efriani Manik, Zainur Romli

Research output: Contribution to journalArticlepeer-review

Abstract

This study explores the phenomenon of digital-social construction in the form of anonymous transactions, asymmetric information, and unlimited access in online marketplace. The study was conducted by processing digital data of 5131 comments, descriptions, and rating records of 1988 IDs of functional food products sold at Bukalapak, one of the largest marketplaces in Indonesia. Using Python and Google Studio software, digital-social interactions are mapped and visualized based on four conceptual frameworks of economic sociology, namely social embeddedness of market, product standardization, intersubjective construction of symbolic value, and willingness to pay. This study marks a new chapter in the study of contemporary economic sociology, in which conventional conceptual frameworks are applied to uncover digital market phenomena using research methods that fully process and analyze big data in the business field.

Original languageEnglish
Pages (from-to)517-538
Number of pages22
JournalInternational Sociology
Volume38
Issue number4
DOIs
Publication statusPublished - Jul 2023

Keywords

  • Digital-social construction
  • economic sociology
  • functional food
  • value construction
  • willingness to pay

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