Cover Image

Promoting electronic customer-to-customer interaction: evidence from social commerce sites

Social commerce facilitates communication among customers worldwide and promotes electronic customer-to-customer interaction (eCCI). Considerable research has been undertaken on consumer behaviour, but the understanding of the factors that drive eCCI is limited, particularly in the social commerce c...

Full description

Saved in:
Bibliographic Details
Main Authors: Zhou, Ying, Furuoka, Fumitaka, Kumar, Sameer
Format: Article
Published: Taylor & Francis 2024
Subjects:
HF Commerce
Online Access:http://eprints.um.edu.my/47181/
https://doi.org/10.1080/02642069.2022.2113780
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.um.eprints.47181
record_format eprints
spelling my.um.eprints.471812024-12-31T02:00:23Z http://eprints.um.edu.my/47181/ Promoting electronic customer-to-customer interaction: evidence from social commerce sites Zhou, Ying Furuoka, Fumitaka Kumar, Sameer HF Commerce Social commerce facilitates communication among customers worldwide and promotes electronic customer-to-customer interaction (eCCI). Considerable research has been undertaken on consumer behaviour, but the understanding of the factors that drive eCCI is limited, particularly in the social commerce context. This limitation arises from a lack of theoretical frameworks to account for such behaviour. By using motivation-opportunity-ability (MOA) theory, this study aims to observe how MOA theory constructs (intrinsic motivation, perceived self-efficacy and tie strength with other customers) integrate and impact eCCI. A survey method is utilised to collect data, and structural equation modelling is used with 359 customers from social commerce sites in China. Results demonstrate that eCCI behaviour is strongly determined by intrinsic motivation, perceived self-efficacy and tie strength with other customers. Among these factors, intrinsic motivation partially mediates the association between perceived self-efficacy and eCCI. Moreover, tie strength with other customers moderates the relationship between intrinsic motivation and eCCI. Overall, this study introduces a new way of assessing eCCI and reports eCCI behaviour as a new and dynamic approach to explore how its outcomes can be enhanced in social commerce marketing. Such outcomes may help social commerce and service providers in delivering their services. Taylor & Francis 2024-09 Article PeerReviewed Zhou, Ying and Furuoka, Fumitaka and Kumar, Sameer (2024) Promoting electronic customer-to-customer interaction: evidence from social commerce sites. Service Industries Journal, 44 (11-12). pp. 873-899. ISSN 0264-2069, DOI https://doi.org/10.1080/02642069.2022.2113780 <https://doi.org/10.1080/02642069.2022.2113780>. https://doi.org/10.1080/02642069.2022.2113780 10.1080/02642069.2022.2113780
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
Furuoka, Fumitaka
Kumar, Sameer
Promoting electronic customer-to-customer interaction: evidence from social commerce sites
description Social commerce facilitates communication among customers worldwide and promotes electronic customer-to-customer interaction (eCCI). Considerable research has been undertaken on consumer behaviour, but the understanding of the factors that drive eCCI is limited, particularly in the social commerce context. This limitation arises from a lack of theoretical frameworks to account for such behaviour. By using motivation-opportunity-ability (MOA) theory, this study aims to observe how MOA theory constructs (intrinsic motivation, perceived self-efficacy and tie strength with other customers) integrate and impact eCCI. A survey method is utilised to collect data, and structural equation modelling is used with 359 customers from social commerce sites in China. Results demonstrate that eCCI behaviour is strongly determined by intrinsic motivation, perceived self-efficacy and tie strength with other customers. Among these factors, intrinsic motivation partially mediates the association between perceived self-efficacy and eCCI. Moreover, tie strength with other customers moderates the relationship between intrinsic motivation and eCCI. Overall, this study introduces a new way of assessing eCCI and reports eCCI behaviour as a new and dynamic approach to explore how its outcomes can be enhanced in social commerce marketing. Such outcomes may help social commerce and service providers in delivering their services.
format Article
author Zhou, Ying
Furuoka, Fumitaka
Kumar, Sameer
author_facet Zhou, Ying
Furuoka, Fumitaka
Kumar, Sameer
author_sort Zhou, Ying
title Promoting electronic customer-to-customer interaction: evidence from social commerce sites
title_short Promoting electronic customer-to-customer interaction: evidence from social commerce sites
title_full Promoting electronic customer-to-customer interaction: evidence from social commerce sites
title_fullStr Promoting electronic customer-to-customer interaction: evidence from social commerce sites
title_full_unstemmed Promoting electronic customer-to-customer interaction: evidence from social commerce sites
title_sort promoting electronic customer-to-customer interaction: evidence from social commerce sites
publisher Taylor & Francis
publishDate 2024
url http://eprints.um.edu.my/47181/
https://doi.org/10.1080/02642069.2022.2113780
_version_ 1821001888428982272
score 13.235796

Similar Items