Repurchase loyalty for customer social co-creation e-marketplaces
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 2 September 2014
Abstract
Purpose
Social co-creation refers to the process of using social media as a vehicle to carry out customer co-creation engagements. By allowing many customers to contribute to a specific co-creation initiative, social media makes co-creation platforms more efficient. The purpose of this paper is to examine: first, whether usability and information quality, visual appeal and image, interactivity, and web innovativeness, as perceived web site quality dimensions, were related to value equity; second, whether value equity was related to commitment and repurchase loyalty to social co-creation; and third, the moderating effects of aesthetic appreciation and fashion opinion leadership.
Design/methodology/approach
The conceptual foundation was based on the Quality-Value-Satisfaction model. Data were collected from US online apparel shoppers (n=691) using a consumer panel via an online survey. Structural equation modeling was employed to test the proposed model and research hypotheses.
Findings
Usability and information quality, visual appeal and image, interactivity, and web innovativeness had indirect influences on commitment and repurchase loyalty, mediated by value equity of social co-creation.
Originality/value
This proposed model may provide useful insights for apparel e-retailers to use in order to differentiate their e-strategies and develop successful social co-creation web sites. Furthermore, the proposed strategies will enable apparel e-retailers to fulfill customers’ increasing demand for more interactive and online social shopping experiences that utilize the customer's own creativity.
Keywords
Citation
M. Kang, J.-Y. (2014), "Repurchase loyalty for customer social co-creation e-marketplaces", Journal of Fashion Marketing and Management, Vol. 18 No. 4, pp. 452-464. https://doi.org/10.1108/JFMM-06-2013-0083
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited