Enhancing customer value co-creation and stickiness in social commerce: integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics
Ying Zhou,
Sameer Kumar () and
Fumitaka Furuoka
Additional contact information
Ying Zhou: Guangdong Ocean University
Sameer Kumar: University of Malaya
Palgrave Communications, 2024, vol. 11, issue 1, 1-15
Abstract:
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.
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:
Downloads: (external link)
http://link.springer.com/10.1057/s41599-023-02586-x Abstract (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-023-02586-x
Ordering information: This journal article can be ordered from
https://www.nature.com/palcomms/about
DOI: 10.1057/s41599-023-02586-x
Access Statistics for this article
More articles in Palgrave Communications from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().