Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation

This study examined the reciprocating role of participation in the social shopping website context. Drawing upon Foa and Foa (1974)'s resource exchange theory, this study examined social shopping website attributes as drivers of reciprocity, and positive electronic Word of Mouth (eWOM) and co-s...

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Bibliographic Details
Published inJournal of retailing and consumer services Vol. 24; pp. 1 - 9
Main Authors Yang, Kiseol, Li, Xiaoshu, Kim, HaeJung, Kim, Young Hoon
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.05.2015
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Summary:This study examined the reciprocating role of participation in the social shopping website context. Drawing upon Foa and Foa (1974)'s resource exchange theory, this study examined social shopping website attributes as drivers of reciprocity, and positive electronic Word of Mouth (eWOM) and co-shopping were positioned as behavioral outcomes of reciprocity. The results support the conclusion that entertainment and community driveness attributes were significant drivers of reciprocity increasing consumer participation (i.e., reciprocity) and eWOM/co-shopping. Implications for designing a social shopping website that increases consumer participation and positive behavioral outcomes are discussed.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2015.01.008