Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality

被引：166
|
作者：
Tajvidi, Mina [2 ]
Wang, Yichuan [2 ]
Hajli, Nick [1 ]
Love, Peter E. D. [3 ]
机构：
[1] Swansea Univ, Sch Management, Swansea, W Glam, Wales
[2] Newcastle Univ, Sch Business, Newcastle, NSW, Australia
[3] Curtin Univ, Sch Civil & Mech Engn, Bentley, WA, Australia
来源：
COMPUTERS IN HUMAN BEHAVIOR | 2021年 / 115卷
关键词：
Social commerce; Brand value co-creation; Interactivity; Social support; Relationship quality; DOMINANT LOGIC; MEDIA; TRUST; DIMENSIONS; COMMITMENT; COMMUNITY; CONSUMERS; CONCEPTUALIZATION; SATISFACTION; FRAMEWORK;
D O I：
10.1016/j.chb.2017.11.006
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
A model of brand value co-creation by integrating its the antecedents of interactivity, social support, and relationship quality is proposed. Empirical data was collected from the brand pages of a social networking website in China. Structural equation modeling was adopted to analyze the data. The results demonstrate that interactivity, specifically, consumer-consumer interaction and consumer-seller interaction, positively affects social support, which in turn enhances consumers' intention to co-create brand value. The research contributes to the extant literature by providing an underlying understanding of how customers engage in brand value co-creation activities within social commerce context. (c) 2017 Elsevier Ltd. All rights reserved.
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页数：8
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