Exploring Co-Created Service Value and Interactions of Social Commerce in China: A Service-Dominant Logic Perspective

Abstract

This study integrates the Service-Dominant Logic (S-D Logic) perspective and both streams of service marketing and information systems (IS) usage literature, and proposes a research model outlining key actors of social commerce and interactions of how customers participate in social commerce, co-create service value, and remain loyal to and spread word-of-mouth (WOM) marketing effects. The model is validated with a set of the cross-sectional field survey data of 415 Chinese social commerce customers. In theory building, the study introduces the S-D Logic perspective, and conceptualizes and operationalizes the construct, co-created service value, in the Chinese social commerce context. The findings of the study should contribute to the social commerce research in general and social commerce innovations, particularly in China, and provide managerial implications for general understanding of the interplay of social commerce technologies, firms, and customers.