Co-Creation in Branding with Customer: Social Commerce Tools, Social Support, and Intention to Co-Creation in Branding

Main Article Content

ประสิทธิชัย นรากรณ์ ธัมมะทินนา ศรีสุพรรณ

Abstract

The objective of this research are (1) to study components as follows: Rating & Reviews, Forum & Recommendation, Social Support, and Intention to Co-Creation in Branding (2) to examine factors influencing the mediating role of Social Support between Rating & Reviews and Intention to Co-Creation in Branding and (3) to examine factors influencing the mediating role of Social Support between Forum & Communities and Intention to Co-Creation in Branding. The research used qualitative method to 400 customers who buy products from online business and analysis by descriptive statistics-mean, percentage, SD and inferential statistics-Structural Equation Model (SEM) analysis by AMOS.


The research revealed that:


1. The model was consistent to the empirical data. Goodness of fit measures found to be: χ2 = 78.893, df = 64, p-value = .129, χ2/df = 1.201, GFI = 0.974, IFI = .996, CFI = .996, RMSEA = 0.020.


2. The influence of Social Support as Partial Mediating Effect relationship between Rating & Reviews and Intention to Co-Creation in Branding.


3. The influence of Social Support as Full Mediating Effect relationship between Forum & Communities and Intention to Co-Creation in Branding.

Keywords

Article Details

Section
Research Article

References

Ahmad, S. N., & Laroche, M. (2016). Analyzing electronic word of mouth: A social commerce construct, International Journal of Information Management, 2, 1-12.

Bai, Y., Yao, Z., & Dou, Y.-F. (2015). Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com, International Journal of Information Management, 35(5), 538-550.

Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations, Journal of Personality and Social Psychology, 51(6), 1173-1182.

Cayla, J., & Arnould, E. J. (2008). A cultural approach to branding in the global marketplace, Journal of Interactive Marketing, 16(4), 88-114.

Chen, J., & Shen, X.-L. (2015). Consumers’ decision in social commerce context: An empirical. Investigation, Decision Support Systems, 79, 55-64.

Comrey, A. L., & Lee, H. B. (1992). A first course in factor analysis. Hillsdals, NJ: Erlbaum.

Gottlieb, B. H., & Bergen, A. E. (2010). Social support concepts and measures. Journal of Psychosomatic Research, 69(5), 511-520.

Guo, B., & Zhou, S. (2016). Understanding the impact of prior reviews on subsequent reviews: The role rating volume, variance and reviewer characteristics. Electronic Commerce Research and Application, 20, 147-158.

Jim-Wu, Y.-C., Shen, J.-P., & Chang, C.-L. (2015). Electronic service quality of facebook social commerce and collaborative learning. Computers in Human Behavior, 51, 1395-1402.

Jung, H.-J., & Cho, J.-S. (2016). The effects of characteristics of social commerce have on customers’ purchase decisions. The Business and Management Review, 7(3), 8-16.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analys (7th ed.). Upper Saddle River, NJ: Prentice Hall.

Hajli, N. (2014). The role of social support on relation quality and social commerce. Technology Forecasting & Social Change, 87(1), 17-27.

Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183-191.

Hajli, N., & Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers. Technological Forecasting & Social Change, 94, 350-358.

Hew, J.-J., Lee, V.-H., Ooi, K.-B., & Lin, B. (2016). Mobile social commerce: The booster for brand loyalty?. Computers in Human Behavior, 59(1), 142-154.

Lakey, B., & Cohen, S. (2000). Social support theory and measurement. In S. Cohen, L. Underwood, & B. Gottlieb (Eds.), Measuring and intervening in social support. New York: Oxford University Press.

Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2012). What drives social commerce: The role of social support and relationship quality. International journal of Electronic Commerce, 16(2), 69-90.

Liang, T.-P., & Turban, E. (2012). Introduction to special issue social commerce: A research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5-13.

Narakorn, P. (2015). The influence of flow, trust in members, and social network site identity as mediating factors in interactivity and user engagement in online purchase group outcomes and electronic loyalty. Bangkok: Ramkhamheang University.

Narakorn, P. (2018). Relationship quality and social support as the mediating role between social commerce constructs and continuance intention. Journal of Management Science, Chiangrai Rajabhat University, 13(1), 44-67. [In Thai]

Narakorn, P., & Seesupan, T. (2018). Trust in seller catalyst social commerce constructs to continuance intention. Journal of Business Administration, 41(159), 24-44. [In Thai]

Nunnally, J. (1978). Psychometric theory. New York: McGraw-Hill.

Piriyakul, M. (2015). Moderator and mediator in structural equation modeling. The Journal of Industrial Technology, 11(3), 83-96. [In Thai]

Porter, C. E., & Donthu, N. (2008). Cultivating trust and harvesting value in virtual communities. Management Science, 54(1), 113-544.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.

Shanmugam, M., Sun, S., Amidi, A., Khani, F., & Khani, F. (2016). The applications of social commerce construts. International Journal of Information Management, 36(3), 425-432.

Wang, Y., & Hajli, M. N. (2014). Co-creation in branding through social commerce: The role of social support, relationship quality and privacy concerns. Twentieth Americas Conference on Information Systems, Savannah, 1-16.

Zhang, K. Z. K., Benyoucef, M., & Zhao, S. J. (2016). Building brand loyalty in social commerce: The case of brand microblogs. Electronic Commerce Research and Applications, 15, 14-25.