The role of online interaction in user stickiness of social commerce : the shopping value perspective

Recent studies indicate that online interactions generate significant effects on consumer behavior, such as customer loyalty and satisfaction, through shopping values, while there are only very few studies devoted to user stickiness. Therefore, the purpose of this paper is to contribute to the existing literature by analyzing the effects of online interactions on user stickiness in a social commerce environment through the perspective of shopping values. This study measures online interactions through perceived ease of use, perceived usefulness and social interactivity. Shopping values are evaluated by both utilitarian and hedonic values. Then a Stimulus (S)-Organism (O)-Response (R) model that relates online interaction, shopping values and user stickiness, is constructed to derive several research hypotheses. Based on 183 valid questionnaires the results reveal that perceived ease of use and social interactivity can positively affect utilitarian shopping values and user stickiness, while perceived usefulness and social interactivity positively affect hedonic shopping values and then influence user stickiness. Hence, online interactions play a crucial role in strengthening user stickiness in social commerce. Therefore, for social commerce platforms, managers need to continue improving their perceived ease of use, perceived usefulness and social interactivity to attract and retain their users.