Research on the Factors Affecting Customer Engagement in Social Commerce from the Perspective of Two-Factor Theory – Platform Comparison Between E-Commerce and Social Media

EasyChair Preprint 5105

Abstract

As a new type of business model, social commerce has attracted more and more attention from scholars. At present, there are few researches on customer participation, as the terminal of online commerce industry chain, customer is very important. Therefore, we propose a model, using the two-factor theory, to explore the influence factors of customer psychological engagement from two aspects of incentive and inhibition, as well as the effect of customer psychological engagement on subsequent participation behavior. The results show that both social support and self-congruence have a positive impact on customer engagement, while perceived social risk and perceived commerce risk have a significant negative impact on customer engagement, moreover, customer engagement is positively related to social sharing and purchase intention. In addition, this paper verifies the comparative effect of social commerce platforms. The results show that there are significant differences in social support and self-congruence between e-commerce and social media platforms.

Keyphrases: Customer Engagement, Social Commerce, perceived risk, platform comparison, self-congruence, social support

@booklet{EasyChair:5105,
  author    = {Jie Wei and Saisai Qiao},
  title     = {Research on the Factors Affecting Customer Engagement in Social Commerce from the Perspective of Two-Factor Theory – Platform Comparison Between E-Commerce and Social Media},
  howpublished = {EasyChair Preprint 5105},
  year      = {EasyChair, 2021}}