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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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    7. Katarzyna Dziewanowska, 2015. "Dimensions of Real and Virtual Consumer Experiences," Faculty of Management Working Paper Series 42015, University of Warsaw, Faculty of Management.
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    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).
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