Research on the Factors Affecting Customer Engagement in Social Commerce from the Perspective of Two-Factor Theory: -- Platform Comparison Between E-Commerce and Social Media

Saisai Qiao; Jie Wei

doi:10.54097/fbem.v1i3.22

Authors

Saisai Qiao
Jie Wei

DOI:

https://doi.org/10.54097/fbem.v1i3.22

Keywords:

Customer engagement, Self-congruence, Social support, Perceived risk, Platform comparison

Abstract

As a new type of business model, social commerce has attracted more attention. we propose a model to explore the factors influencing customer engagement by using the two-factor theory, as well as the effect of customer engagement on subsequent participation behavior. The results show that both social support and self-congruence have a positive impact on customer engagement, while perceived engagement risk and perceived commerce risk have a significant negative impact on customer engagement, moreover, customer engagement is positively related to social sharing and purchase intention. In addition, this paper verifies the comparative effect of social commerce platforms. The results show that there are significant differences in social support and self-congruence between e-commerce and social media platforms.

Downloads

Download data is not yet available.

References

FRIEDRICH T., SCHLAUDERER S.,OVERHAGE S. The impact of social commerce feature richness on website stickiness through cognitive and affective factors: An experimental study[J]. Electronic Commerce Research and Applications, 2019. 36.

LIANG T.-P., et al. What Drives Social Commerce: The Role of Social Support and Relationship Quality[J]. International Journal of Electronic Commerce, 2014. 16(2): p. 69-90.

YADAV M.S., et al. Social commerce: a contingency framework for assessing marketing potential[J]. Journal of Interactive Marketing, 2013. 27(4): p. 311-323.

NG C.S.-P. Intention to purchase on social commerce websites across cultures: A cross-regional study[J]. Information & Management, 2013. 50(8): p. 609-620.

ARNOULD E., MUIZ A.,SCHAU H. How Brand Community Practices Create Value[J]. Journal of Marketing, 2009. 73: p. 30-51.

SHEN X.-L., et al. Understanding the role of technology attractiveness in promoting social commerce engagement: Moderating effect of personal interest[J]. Information & Management, 2019. 56(2): p. 294-305.

LU B., FAN W.,ZHOU M. Social presence, trust, and social commerce purchase intention[J]. Computers in Human Behavior, 2016.

CAMPBELL D.E., WELLS J.D.,VALACICH J.S. Breaking the ice in B2C relationships: understanding pre-adoption e-commerce attraction[J]. Information Systems Research, 2013. 24: p. 219-238.

MEHRABIAN A.,RUSSELL J.A., An Approach to Environmental Psychology. 1974, Cambridge, MA, US: The MIT Press.

CHEUNG C., LEE M.,JIN X. Customer engagement in an online social platform: A conceptual model and scale development[J]. 2011.

CENFETELLI R.T.,SCHWARZ A. Identifying and testing the inhibitors of technology usage intentions[J]. Information systems research, 2011. 22(4): p. 808-823.

FARIVAR S., TUREL O.,YUAN Y. Skewing users’ rational risk considerations in social commerce: An empirical examination of the role of social identification[J]. Information & Management, 2018. 55(8): p. 1038-1048.

LIANG T.-P.,LAI H.-J. Effect of store design on consumer purchases: an empirical study of on-line bookstores[J]. Information & management, 2002. 39(6): p. 431-444.

HOSANY S.,MARTIN D. Self-image congruence in consumer behavior[J]. Journal of Business Research, 2012. 65(5): p. 685-691.

AAKER J.L. The malleable self: The role of self-expression in persuasion[J]. Journal of Marketing Research, 1999. 36: p. 45-57.

CHEN J.,SHEN X.-L. Consumers' decisions in social commerce context: An empirical investigation[J]. Decision Support Systems, 2015. 79: p. 55-64.

ISLAM J.U.,RAHMAN Z. The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm[J]. Telematics and Informatics, 2017. 34: p. 96-109.

ZHANG K.Z.K., BENYOUCEF M.,ZHAO S.J. Building brand loyalty in social commerce: The case of brand microblogs[J]. Electronic Commerce Research and Applications, 2016. 15: p. 14-25.

PANSARI A.,KUMAR V. Customer engagement: the construct, antecedents, and consequences[J]. Journal of the Academy of Marketing Science, 2016. 45(3): p. 294-311.

ALADWANI A.M. A quality-facilitated socialization model of social commerce decisions [J]. International Journal of Information Management, 2018. 40: p. 1-7.

XU C., et al. It is not for fun: An examination of social network site usage[J]. Information & Management, 2012. 49(5): p. 210-217.

SHUMAKER S.A.,BROWNELL A. Toward a theory of social support: Closing conceptual gaps[J]. Journal of social issues, 1984. 40(4): p. 11-36.

FARIVAR S., TUREL O.,YUAN Y. A trust-risk perspective on social commerce use: an examination of the biasing role of habit[J]. Internet Research, 2017. 27(3): p. 586-607.

ASHOER M.,SAID S. The impact of perceived risk on consumer purchase intention in Indonesia; a social commerce study. in Proceeding of the International Conference on Accounting. 2016. Management, Economics and Social Sciences.

DOOLIN B., et al. Perceived risk, the Internet shopping experience and online purchasing behavior: A New Zealand perspective[J]. Journal of Global Information Management (JGIM), 2005. 13(2): p. 66-88.

AKSOY L., et al. Managing brands and customer engagement in online brand communities[J]. Journal of service Management, 2013.

BRODIE R.J., et al. Consumer engagement in a virtual brand community: An exploratory analysis[J]. Journal of business research, 2013. 66(1): p. 105-114.

PCMAG.COM. Web Users Concerned About Privacy on Google, Facebook. Will 'Do Not Track' Help? 2011 2011.03.05]; Available from: http://www.pcmag.com/article2/0, 2817, 2380089,00.asp.

BANSAL G.,CHEN L. If they trust our e-commerce site, will they trust our social commerce site too? Differentiating the trust in e-commerce and s-commerce: The moderating role of privacy and security concerns. in MWAIS 2011 Proceedings. 2011.

HOOPER D., COUGHLAN J.,MULLEN M.R., Structural Equation Modelling: Guidelines for Determining Model Fit, in Electronic Journal of Business Research Methods. 2008. p. 53-60.