Examination of the effect of consumer comments on e-commerce sites on continuance intention to online shopping within the scope of social exchange theory

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Date

2024

Journal Title

Journal ISSN

Volume Title

Publisher

Inderscience Publishers

Access Rights

info:eu-repo/semantics/closedAccess

Abstract

The present study examines the importance of consumer comments for continuance intention on the e-commerce sites they shop at based on social exchange theory (SET). In the conceptual model, the effect of consumer comments on continuance intention to shop online on the e-commerce site was investigated within the framework of sense of self-worth, reputation, reciprocity, propensity to trust, and satisfaction. A total of 226 valid questionnaires were collected from participants. SPSS 25 and Process Macro 4.0 were used for data analysis. The findings from this study show that consumers’ sense of self-worth affects reputation and reciprocity. These concepts affect shopping satisfaction on the e-commerce site, and satisfaction positively affects the continued intention to shop online on the e-commerce site. Also, the moderating role of propensity to trust in this relationship is not significant. As a result of the study, the findings were discussed, and theoretical and practical implications and future work directions were included. Copyright © 2024 Inderscience Enterprises Ltd.

Description

Keywords

consumer comments, continuance intention, e-commerce, electronic commerce, online shopping, SET, social exchange theory

Journal or Series

International Journal of Electronic Business

WoS Q Value

Scopus Q Value

Q3

Volume

19

Issue

2

Citation