Zhou, Ying and Kumar, Sameer and Furuoka, Fumitaka (2024) Enhancing customer value co-creation and stickiness in social commerce: Integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics. HUMANITIES & SOCIAL SCIENCES COMMUNICATIONS, 11 (1). ISSN 2662-9992, DOI https://doi.org/10.1057/s41599-023-02586-x.
Full text not available from this repository.Abstract
Social commerce(s-commerce), which emphasizes the predominance of customers, has become an important tool of company social marketing and provides new challenges to businesses in attracting customers. Based on customer-dominant logic theory, this study presents a model of the impact of electronic customer-to-customer interaction(eCCI) on customer stickiness with the mediation effect of customer value co-creation dimensions, specifically functional value and hedonic value in the s-commerce context and self-efficacy as a moderator in light of customer-dominant logic. This study adopted a survey method and obtained data from users in two s-commerce sites in China. The statistical technique of partial least squares structural equation modeling (PLS-SEM) and the analytical process of necessary condition analysis (NCA) were employed to analyze the data. The PLS-SEM results indicate that eCCI influences customer value co-creation, which in turn affects the consumer stickiness of s-commerce sites.The moderated mediation results showed that self-efficacy moderated the relationship between eCCI and customer stickiness.The NCA results identified the eCCI is meaningful and significant necessary conditions for fostering customer value co-creation and customer stickiness. The combined findings demonstrated to researchers and practitioners how to identify the critical factor that influence customer value co-creation and customer stickiness. The study provides novel insights into the mechanism underlying why consumers ``stick'' to s-commerce websites. Furthermore, the moderated mediation model extended customer-dominant logic and demonstrated the moderating influence of self-efficacy. The theoretical and practical implications of these findings are discussed.
| Item Type: | Article |
|---|---|
| Funders: | UNSPECIFIED |
| Uncontrolled Keywords: | WORD-OF-MOUTH; DOMINANT LOGIC; SELF-EFFICACY; BRAND RELATIONSHIPS; PURCHASE INTENTION; NONRESPONSE BIAS; USER ACCEPTANCE; MEDIATING ROLE; ENGAGEMENT; ANTECEDENTS |
| Subjects: | H Social Sciences > HF Commerce > Business H Social Sciences > HF Commerce > Business > Marketing. Distribution of products H Social Sciences > HF Commerce > Business > Advertising |
| Divisions: | Deputy Vice Chancellor (Academic & International) Office > Asia-Europe Institute |
| Depositing User: | Ms. Juhaida Abd Rahim |
| Date Deposited: | 14 Jun 2024 07:09 |
| Last Modified: | 14 Jun 2024 07:09 |
| URI: | http://eprints.um.edu.my/id/eprint/44178 |
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