The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach

Abstract

Purpose

Social commerce (s-commerce) has gained widespread popularity as a social platform where customers engage in resource-sharing activities such as information exchange, advice-seeking and expressing their opinions on mutual interests. However, existing studies have not fully comprehended the drivers of electronic customer-to-customer interaction (eCCI) and how such behavior contributes to the customer “stick” on s-commerce sites. This study develops the Motivation–Opportunity–Ability (MOA) theory and investigates the impact of MOA factors on eCCI, which in turn affects customer stickiness.

Design/methodology/approach

A survey was used to acquire data from 455 valid respondents, and the research employed a combination of fuzzy-set qualitative comparative analysis (fsQCA) and structural equation modeling.

Findings

The results revealed associations between perceived self-efficacy, intrinsic motivation, tie strength with other customers, eCCI and customer stickiness.

Originality/value

Considering the limited availability of complete eCCI frameworks in existing scholarly works, the authors present valuable perspectives on the role of consumer characteristics as both antecedents and consequences of eCCI. Additionally, this study proposes a research agenda for the field of eCCI on s-commerce sites.

Citation

Zhou, Y., Zhang, Y., Furuoka, F. and Kumar, S. (2024), "The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach", Journal of Research in Interactive Marketing, Vol. 18 No. 5, pp. 836-864. https://doi.org/10.1108/JRIM-11-2023-0397