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

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  • Yang, Kiseol
  • Li, Xiaoshu
  • Kim, HaeJung
  • Kim, Young Hoon

Abstract

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.

Suggested Citation

  • Yang, Kiseol & Li, Xiaoshu & Kim, HaeJung & Kim, Young Hoon, 2015. "Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 1-9.
    • Handle: RePEc:eee:joreco:v:24:y:2015:i:c:p:1-9
    DOI: 10.1016/j.jretconser.2015.01.008
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    5. Katarzyna Dziewanowska, 2015. "Dimensions of Real and Virtual Consumer Experiences," Faculty of Management Working Paper Series 42015, University of Warsaw, Faculty of Management.
    6. Betty Purwandari & Latifatul Khairiyah & Mardiana Purwaningsih & Achmad Nizar Hidayanto & Nur Fitriah Ayuning Budi & Kongkiti Phusavat, 2023. "Why do people donate online? A perspective from dual credibility transfer," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 393-425, June.
    7. Weeks, Jessica Babin & Smith, Keith Marion & Hulland, John, 2021. "Consumer brand curation on social shopping sites," Journal of Business Research, Elsevier, vol. 133(C), pages 399-408.
    8. Kalantari, Saleh & Xu, Tong Bill & Govani, Viraj & Mostafavi, Armin, 2022. "Analyzing the effects of storefront window display transparency on perceived store Attractiveness and Approach behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    9. Shankar, Amit & Jebarajakirthy, Charles & Ashaduzzaman, Md, 2020. "How do electronic word of mouth practices contribute to mobile banking adoption?," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    10. Talwar, Shalini & Dhir, Amandeep & Scuotto, Veronica & Kaur, Puneet, 2021. "Barriers and paradoxical recommendation behaviour in online to offline (O2O) services. A convergent mixed-method study," Journal of Business Research, Elsevier, vol. 131(C), pages 25-39.
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