DEVELOPMENT OF CUSTOMER ENGAGEMENT MODEL ON SOCIAL COMMERCE PLATFORM BASED ON SOCIAL NETWORKING SITES (SNS)

• Main Author: Mardiyah, Siti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72162
• Institution: Institut Teknologi Bandung

The existence of social media can change people's daily behavior activities, including trading activities. The development of social networking sites has also encouraged e-commerce to use social media and become a new business paradigm, which is social commerce. Social commerce refers to online trading through social media and web 2.0 technology that enables the exchange of information among fellow users. Customer engagement behavior is an important driver in the concept of the virtual environment and the success of online communities, including social commerce. Several studies have provided insight into customer engagement behavior in social commerce. However, these studies have focused only on social or technical factors, and those studies examine these factors separately. The growing development of shopping features on social media such as the live streaming feature is also one of the main drivers of the growth of social commerce. The live streaming feature enables dynamic interaction between sellers and customers thereby encouraging customers to be actively involved in social commerce. Although previous research has investigated several topics related to social commerce, there is still some interest in identifying key factors to explain the relationship between customers and sellers including the interactions that may occur in the live broadcast space. realizing customers in this study is defined as a behavioral manifestation that represents the level of investment, participation, and user effort in social commerce activities. This study proposes a model regarding customer involvement in social commerce based on social networking sites (SNS). In addition to the factors that drive customer engagement behavior, this research also develops the customer engagement construct itself. This behavior includes passive and active types of engagement consisting of consumption, positive contribution, and co-creation. This model considers factors related to customer interactions with platforms, interactions between customers, and interactions between customers and sellers, including interactions that may occur in the live broadcast space. Data collection was carried out on users of the social commerce platform, with a total of 205 data used. The collected data is processed using Partial Least Square - Structural Equation Model (PLS-SEM). The results showed that service quality, information quality, and system quality affect user satisfaction in the interaction between customer and platform. However, the direct effect of user satisfaction and interactivity cannot be proven. In relationships between fellow customers, only the social presence variable has been proven to affect social commerce engagement. Personalization and entertainment positively affect perceived usefulness in the relationship between customer and seller. The perceived usefulness variable is proven to have a significant positive effect on social commerce engagement.