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Enhancing customer value co-creation and stickiness in social commerce: integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics

Business

Enhancing customer value co-creation and stickiness in social commerce: integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics

Y. Zhou, S. Kumar, et al.

Discover how electronic customer-to-customer interaction (eCCI) plays a crucial role in enhancing customer stickiness in social commerce. This fascinating study by Ying Zhou, Sameer Kumar, and Fumitaka Furuoka reveals the importance of customer value co-creation and self-efficacy in this dynamic. Dive in to learn more about these insightful findings!

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Playback language: English
Abstract
This study investigates the impact of electronic customer-to-customer interaction (eCCI) on customer stickiness in social commerce (s-commerce), mediated by customer value co-creation (functional and hedonic value) and moderated by self-efficacy. Using data from Chinese s-commerce sites (Douyin and WeChat), partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) were employed. Results show eCCI positively influences customer value co-creation, which in turn affects customer stickiness. Self-efficacy moderates this relationship. NCA confirms eCCI as a necessary condition for value co-creation and stickiness. The findings offer insights into enhancing customer stickiness in s-commerce.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
Jan 03, 2024
Authors
Ying Zhou, Sameer Kumar, Fumitaka Furuoka
Tags
eCCI
customer stickiness
social commerce
value co-creation
self-efficacy
China
customer interaction
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