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.

Ying Zhou, Sameer Kumar, Fumitaka Furuoka