Enhancing customer value co-creation and stickiness in social commerce: Integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics
Document Type
Article
Publication Date
1-3-2024
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.
Keywords
Word-of-mouth, Dominant logic, Self-efficacy, Brand relationships, Purchase intention, Nonresponse bias, User acceptance, Mediating role, Engagement, Antecedents
Divisions
aei
Funders
None
Publication Title
Humanities & Social Sciences Communications
Volume
11
Issue
1
Publisher
Springer Nature
Publisher Location
CAMPUS, 4 CRINAN ST, LONDON, N1 9XW, ENGLAND