Research on the Factors Affecting Customer Engagement in Social Commerce from the Perspective of Two-Factor Theory

Abstract

As a new type of business model, social commerce has attracted more attention. we propose a model to explore the factors influencing customer engagement by using the two-factor theory, as well as the effect of customer engagement on subsequent participation behavior. The results show that both social support and self-congruence have a positive impact on customer engagement, while perceived engagement risk and perceived commerce risk have a significant negative impact on customer engagement, moreover, customer engagement is positively related to social sharing and purchase intention. In addition, this paper verifies the comparative effect of social commerce platforms. The results show that there are significant differences in social support and self-congruence between e-commerce and social media platforms.