How Attachment and Community Identification Affect User Stickiness in Social Commerce: A Consumer Engagement Experience Perspective

Abstract

Social commerce (s-commerce) is a rapidly developing form of e-commerce powered by social media influencers (SMIs). It can create valuable opportunities for retailers. In light of this growing trend, this study explores the influence of consumers’ engagement experiences (social support and presence) on community identification and consumers’ attachment to SMIs, along with their impact on consumers’ stickiness in the s-commerce context. We explore this through social presence and social support theory. The survey data from 411 s-commerce users via an online questionnaire were analyzed empirically with the PLS-SEM approach. The results indicated that presence and social support have significantly positive impacts on consumers’ attachment to SMIs and community identification, respectively. This increases users’ stickiness in s-commerce. This study enriches our understanding of user stickiness in s-commerce and can assist online vendors in developing marketing strategies and cultivating sustained relationships with their users.

The quality of crowdsourcing virtual community and users’ voice behavior: An analysis of stimulus-organism-response framework among Chinese users

“…Second, based on the SOR model and Social Identification Theory, this study investigates the influence mechanism between the quality of the crowdsourcing virtual community and users' voice behavior, namely the mediating role of community identification. Most previous research was mainly based on Self-presentation Theory, Technology Acceptance Model, Social Capital Theory, and so on [ [109] , [110] , [111] , [112] ], and examined the effects of the quality of the crowdsourcing virtual community on users' trust, satisfaction, community engagement, and community climate [ 13 , 18 , 21 , 83 , 87 ]. However, in this study, the SOR model and Social Identification Theory explain that the quality of the crowdsourcing virtual community is a key factor in users' perceptions of the system, information, service, and interaction characteristics of the community, inducing the psychological emotion of community identification, which affects users' voice behavior.…”

“…E-service quality reflects users' relationship-specific experiences [ 81 ]. Positive experiences foster emotional attachment to the community [ 82 ], increasing users' community identification [ 83 ]. Furthermore, crowdsourcing virtual communities with high information quality offer users real, effective, rich, interesting, and timely information.…”

Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

“…Lien et al (2017) explored the mediating role of user satisfaction in the influence of service quality on WeChat user stickiness. Gao et al (2022) studied the impact of attachment and social identity on user stickiness in social commerce. They thought that understanding the formation mechanism of stickiness is helpful for suppliers to formulate effective marketing strategies.…”

“…(2017) explored the mediating role of user satisfaction in the influence of service quality on WeChat user stickiness. Gao et al. (2022) studied the impact of attachment and social identity on user stickiness in social commerce.…”

The Influence of Content Quality on Social Media on Customer Loyalty Dapur Cokelat Products In Indonesia

“…Customers easily understand the various benefits of the seller's offer from a clear product demonstration, thereby increasing the perceived value by the customer (Jiang & Benbasat, 2007). Customers also find it helpful to understand product information more clearly with the help of clear presentation features in online shopping (Gao et al 2022). If the app gives them high-quality product information, then customers will use 6 out of 19 online shopping (Wang et al 2016).…”