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Social Commerce Constructs and Buyer-Seller Relationship Quality as a predictor of Intention to Co-Creation in Branding

Author

Listed:
  • Prasittichai Narakorn
  • Tummatinna Seesupan

Abstract

The main objective of this research was to examine the Rating and Reviews, Forums and Communities, and Buyer-Seller Relationship Quality as factors influencing the Intention to Co-creation in Branding. The researchers used quantitative method which involved empirical research. A questionnaire was used to collect data from 512 customers who buy products from online business. The researcher did data analysis by percentage, mean, SD, and Structural Equation Model analysis by AMOS. Referring to research findings, it was found as follows (1) the model for Intention to Co-Creation in Branding which includes Rating and Reviews, Forums and Communities, and Buyer-Seller Relationship Quality was aligned with the empirical data at good level (c2 = 78.903, df = 66, p-value = .133, c2/df = 1.196, GFI = .979, IFI = .996, CFI = .996, RMSEA = .020) (2) the factor of Rating and Reviews, Forums and Communities, and Buyer-Seller Relationship Quality affected the Intention to Co-Creation in Branding at statistical level of significance (p < .05) and all factors predicts the Intention to Co-Creation in Branding at 44.10 (R2 = 0.441).

Suggested Citation

  • Prasittichai Narakorn & Tummatinna Seesupan, 2019. "Social Commerce Constructs and Buyer-Seller Relationship Quality as a predictor of Intention to Co-Creation in Branding," Modern Applied Science, Canadian Center of Science and Education, vol. 13(2), pages 169-169, February.
    • Handle: RePEc:ibn:masjnl:v:13:y:2022:i:2:p:169
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    References listed on IDEAS

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    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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