Zhou, Ying and Zhang, Yuqiang and Furuoka, Fumitaka and Kumar, Sameer (2024) The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach. Journal of Research in Interactive Marketing, 18 (5, SI). pp. 836-864. ISSN 2040-7122, DOI https://doi.org/10.1108/JRIM-11-2023-0397.
Full text not available from this repository.Abstract
PurposeSocial commerce (s-commerce) has gained widespread popularity as a social platform where customers engage in resource-sharing activities such as information exchange, advice-seeking and expressing their opinions on mutual interests. However, existing studies have not fully comprehended the drivers of electronic customer-to-customer interaction (eCCI) and how such behavior contributes to the customer ``stick'' on s-commerce sites. This study develops the Motivation-Opportunity-Ability (MOA) theory and investigates the impact of MOA factors on eCCI, which in turn affects customer stickiness.Design/methodology/approachA survey was used to acquire data from 455 valid respondents, and the research employed a combination of fuzzy-set qualitative comparative analysis (fsQCA) and structural equation modeling.FindingsThe results revealed associations between perceived self-efficacy, intrinsic motivation, tie strength with other customers, eCCI and customer stickiness.Originality/valueConsidering the limited availability of complete eCCI frameworks in existing scholarly works, the authors present valuable perspectives on the role of consumer characteristics as both antecedents and consequences of eCCI. Additionally, this study proposes a research agenda for the field of eCCI on s-commerce sites.
| Item Type: | Article |
|---|---|
| Funders: | UNSPECIFIED |
| Uncontrolled Keywords: | Motivation-Opportunity-Ability theory; S-commerce; Customer stickiness; Electronic customer-to-customer interaction; FsQCA |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Deputy Vice Chancellor (Academic & International) Office > Asia-Europe Institute |
| Depositing User: | Ms. Juhaida Abd Rahim |
| Date Deposited: | 09 Jan 2025 02:34 |
| Last Modified: | 09 Jan 2025 02:34 |
| URI: | http://eprints.um.edu.my/id/eprint/46989 |
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