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C2C value creation: social anxiety and retail environment

Larissa Carine Becker (Department of Marketing and International Business, University of Turku, Turku, Finland)
Cristiane Pizzutti (Management School, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 10 September 2017

992

Abstract

Purpose

Most customers want to interact, whether on social networks or on company websites. This study aims to examine the relationship between customer-to-customer (C2C) interaction and value, considering the roles of social anxiety and the retail environment.

Design/methodology/approach

This paper presents three written-scenario experimental studies, where C2C interaction and the retail environment are manipulated, and social anxiety levels are measured. The settings and the measures are changed across the experiments to increase the results’ validity.

Findings

A three-way interaction among C2C interaction, social anxiety and retail environment has impacts on experience value and other value-related variables (satisfaction and positive mood). In the offline retail environment, as social anxiety levels increase, the effects of C2C interaction on these variables become weaker. In the online retail environment, as social anxiety levels increase, these effects become stronger.

Research limitations/implications

This paper contributes to the literature in three ways. First, it investigates the downside of positive C2C interactions when considering social anxiety and the retail environment where they occur. Second, this paper amplifies the literature about value by extending it to other consumers who can affect the service experience. Finally, this study explores online C2C interaction in a retail environment, an aspect that has been neglected in the research about online interactions.

Practical implications

This paper suggests strategies to manage C2C interaction for customers of varying levels of social anxiety in offline and online retail environments to maximise value for them.

Originality/value

This paper challenges the widespread idea that a positive C2C interaction always leads to value. By considering social anxiety and the retail environment in C2C literature, this paper explains why and when it is a false notion.

Keywords

Acknowledgements

The authors thank the reviewers for the suggestions to improve this paper. They also thank Cristiane Stocco, Cláudio Belé and Rafael Lionello for their participation in the photos for the experiments.

Citation

Becker, L.C. and Pizzutti, C. (2017), "C2C value creation: social anxiety and retail environment", Journal of Research in Interactive Marketing, Vol. 11 No. 4, pp. 398-415. https://doi.org/10.1108/JRIM-10-2016-0106

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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