The factors influencing customer loyalty in social commerce platform: variety-seeking and social impact perspective
International Journal of Web Information Systems
ISSN: 1744-0084
Article publication date: 14 July 2020
Issue publication date: 8 October 2020
Abstract
Purpose
This study aims to address the factors influencing customer loyalty in social commerce (SC) sites from different standpoints with the intention to use the “variety-seeking” perspective and social impact theory as the foundation of the theoretical model. Specifically, it examined the factors capable of diverting user loyalty from using the current platform to other SC sites.
Design/methodology/approach
The theoretical model developed consists of five factors, including the intention to switch, perceived herd behavior, life events, satiation and hedonic motivation. However, this proposed model was validated by 568 users of SC in Indonesia.
Findings
The result showed that all direct and indirect predictors of the dependent variable were statistically significant except the direct effect of the perceived herd behavior. Meanwhile, age, income, and experience were found to have a significant moderating effect on the direct influence on the dependent variable.
Originality/value
This study is different from previous studies in SC, which focused on customer loyalty. It makes an alternative approach by investigating a “negative” factor capable of diverting user attention and commitment with the current SC platform, which leads to switching to another SC.
Keywords
Acknowledgements
The author would like to show the gratefully acknowledges the support from the “Indonesian Endowment Fund for Education (LPDP)” and the “Ministry of Research, Technology, and Higher Education of the Republic of Indonesia,” and from Universitas Atma Jaya Yogyakarta (UAJY), Indonesia, and Assumption University, Thailand.
Citation
Handarkho, Y.D. (2020), "The factors influencing customer loyalty in social commerce platform: variety-seeking and social impact perspective", International Journal of Web Information Systems, Vol. 16 No. 4, pp. 369-386. https://doi.org/10.1108/IJWIS-04-2020-0021
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited