User Stickiness in Social Commerce Era: The Indirect Effect and Moderating Role of Member Interaction

Abstract

Abstract:

Social media has two significant characteristics, i.e., user-generated-content and interactivity, which are the sources of online traffic for social commerce. According to a latest report, social media is facing a problem of user stickiness decline. This paper focuses on user stickiness in social commerce era, and uses the term member interaction to describe the characteristic of social media. Our empirical results show that member interaction could affect user stickiness through the mediating roles of self-efficacy, trust, and sense of virtual community; furthermore, member interaction could moderate the relationship between sense of virtual community, self-efficacy, and user stickiness. We integrate a new construct member interaction and analyze its impact on user stickiness, which could extend the conclusion of prior researches; we use the three dimension of trust in our model and find the effect of integrity-based trust on user stickiness is not significant, which settles the trust-related contradiction in prior researches.

Key words: user stickiness, member interaction, social media, social commerce

Zhou Junjie. User Stickiness in Social Commerce Era: The Indirect Effect and Moderating Role of Member Interaction[J]. , 2015, 27(7): 127-136.

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