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Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation

Kiseol Yang, Xiaoshu Li, HaeJung Kim and Young Hoon Kim

Journal of Retailing and Consumer Services, 2015, vol. 24, issue C, 1-9

Abstract: This study examined the reciprocating role of participation in the social shopping website context. Drawing upon Foa and Foa (1974)'s resource exchange theory, this study examined social shopping website attributes as drivers of reciprocity, and positive electronic Word of Mouth (eWOM) and co-shopping were positioned as behavioral outcomes of reciprocity. The results support the conclusion that entertainment and community driveness attributes were significant drivers of reciprocity increasing consumer participation (i.e., reciprocity) and eWOM/co-shopping. Implications for designing a social shopping website that increases consumer participation and positive behavioral outcomes are discussed.

Date: 2015
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DOI: 10.1016/j.jretconser.2015.01.008

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