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The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach

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 dr...

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Main Authors: Zhou, Ying, Zhang, Yuqiang, Furuoka, Fumitaka, Kumar, Sameer
Format: Article
Published: Emerald Group Publishing Ltd 2024
Subjects:
HF Commerce
Online Access:http://eprints.um.edu.my/46989/
https://doi.org/10.1108/JRIM-11-2023-0397
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spelling my.um.eprints.469892025-01-09T02:34:13Z http://eprints.um.edu.my/46989/ The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach Zhou, Ying Zhang, Yuqiang Furuoka, Fumitaka Kumar, Sameer HF Commerce 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. Emerald Group Publishing Ltd 2024-09 Article PeerReviewed 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 <https://doi.org/10.1108/JRIM-11-2023-0397>. https://doi.org/10.1108/JRIM-11-2023-0397 10.1108/JRIM-11-2023-0397
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
topic HF Commerce
spellingShingle HF Commerce
Zhou, Ying
Zhang, Yuqiang
Furuoka, Fumitaka
Kumar, Sameer
The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach
description 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.
format Article
author Zhou, Ying
Zhang, Yuqiang
Furuoka, Fumitaka
Kumar, Sameer
author_facet Zhou, Ying
Zhang, Yuqiang
Furuoka, Fumitaka
Kumar, Sameer
author_sort Zhou, Ying
title The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach
title_short The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach
title_full The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach
title_fullStr The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach
title_full_unstemmed The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach
title_sort antecedents and outcomes of electronic customer-to-customer interaction: a pls-sem and fsqca approach
publisher Emerald Group Publishing Ltd
publishDate 2024
url http://eprints.um.edu.my/46989/
https://doi.org/10.1108/JRIM-11-2023-0397
_version_ 1821105749945745408
score 13.235796

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