C2C value creation : social anxiety and retail environment
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Institucional da UFRGS |
Texto Completo: | http://hdl.handle.net/10183/173971 |
Resumo: | Purpose – Most customers want to interact, whether on social networks or on company websites. This study aims to examine the relationship between customer-to-customer (C2C) interaction and value, considering the roles of social anxiety and the retail environment. Design/methodology/approach – This paper presents three written-scenario experimental studies, where C2C interaction and the retail environment are manipulated, and social anxiety levels are measured. The settings and the measures are changed across the experiments to increase the results’ validity. Findings – A three-way interaction among C2C interaction, social anxiety and retail environment has impacts on experience value and other value-related variables (satisfaction and positive mood). In the offline retail environment, as social anxiety levels increase, the effects of C2C interaction on these variables become weaker. In the online retail environment, as social anxiety levels increase, these effects become stronger. Research limitations/implications – This paper contributes to the literature in three ways. First, it investigates the downside of positive C2C interactions when considering social anxiety and the retail environment where they occur. Second, this paper amplifies the literature about value by extending it to other consumers who can affect the service experience. Finally, this study explores online C2C interaction in a retail environment, an aspect that has been neglected in the research about online interactions. Practical implications – This paper suggests strategies to manage C2C interaction for customers of varying levels of social anxiety in offline and online retail environments to maximise value for them. Originality/value – This paper challenges the widespread idea that a positive C2C interaction always leads to value. By considering social anxiety and the retail environment in C2C literature, this paper explains why and when it is a false notion. |
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Becker, Larissa Carine BrazSantos, Cristiane Pizzutti dos2018-03-28T02:32:57Z20172040-7122http://hdl.handle.net/10183/173971001061868Purpose – Most customers want to interact, whether on social networks or on company websites. This study aims to examine the relationship between customer-to-customer (C2C) interaction and value, considering the roles of social anxiety and the retail environment. Design/methodology/approach – This paper presents three written-scenario experimental studies, where C2C interaction and the retail environment are manipulated, and social anxiety levels are measured. The settings and the measures are changed across the experiments to increase the results’ validity. Findings – A three-way interaction among C2C interaction, social anxiety and retail environment has impacts on experience value and other value-related variables (satisfaction and positive mood). In the offline retail environment, as social anxiety levels increase, the effects of C2C interaction on these variables become weaker. In the online retail environment, as social anxiety levels increase, these effects become stronger. Research limitations/implications – This paper contributes to the literature in three ways. First, it investigates the downside of positive C2C interactions when considering social anxiety and the retail environment where they occur. Second, this paper amplifies the literature about value by extending it to other consumers who can affect the service experience. Finally, this study explores online C2C interaction in a retail environment, an aspect that has been neglected in the research about online interactions. Practical implications – This paper suggests strategies to manage C2C interaction for customers of varying levels of social anxiety in offline and online retail environments to maximise value for them. Originality/value – This paper challenges the widespread idea that a positive C2C interaction always leads to value. By considering social anxiety and the retail environment in C2C literature, this paper explains why and when it is a false notion.application/pdfengJournal of Research in Interactive Marketing. [Bingley, UK]. Vol. 11, no. 4 (2017), p. 398-415VendasComércio eletrônicoInteraçãoComportamento do consumidorCanais de distribuiçãoOnline shoppingChannelsComputer-mediated environmentsC2C interactionValueSocial anxietyC2C value creation : social anxiety and retail environmentEstrangeiroinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFRGSinstname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSORIGINAL001061868.pdf001061868.pdfTexto completo (inglês)application/pdf259852http://www.lume.ufrgs.br/bitstream/10183/173971/1/001061868.pdf78fce092070aae1b28eb19b34ef448c0MD51TEXT001061868.pdf.txt001061868.pdf.txtExtracted Texttext/plain61605http://www.lume.ufrgs.br/bitstream/10183/173971/2/001061868.pdf.txt21eb786d3b6466bcadb65e034bf1b42eMD52THUMBNAIL001061868.pdf.jpg001061868.pdf.jpgGenerated Thumbnailimage/jpeg2098http://www.lume.ufrgs.br/bitstream/10183/173971/3/001061868.pdf.jpg48048aa78ab2ea2b9eb319db8b0c7acbMD5310183/1739712020-01-16 05:10:20.000756oai:www.lume.ufrgs.br:10183/173971Repositório de PublicaçõesPUBhttps://lume.ufrgs.br/oai/requestopendoar:2020-01-16T07:10:20Repositório Institucional da UFRGS - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.pt_BR.fl_str_mv |
C2C value creation : social anxiety and retail environment |
title |
C2C value creation : social anxiety and retail environment |
spellingShingle |
C2C value creation : social anxiety and retail environment Becker, Larissa Carine Braz Vendas Comércio eletrônico Interação Comportamento do consumidor Canais de distribuição Online shopping Channels Computer-mediated environments C2C interaction Value Social anxiety |
title_short |
C2C value creation : social anxiety and retail environment |
title_full |
C2C value creation : social anxiety and retail environment |
title_fullStr |
C2C value creation : social anxiety and retail environment |
title_full_unstemmed |
C2C value creation : social anxiety and retail environment |
title_sort |
C2C value creation : social anxiety and retail environment |
author |
Becker, Larissa Carine Braz |
author_facet |
Becker, Larissa Carine Braz Santos, Cristiane Pizzutti dos |
author_role |
author |
author2 |
Santos, Cristiane Pizzutti dos |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Becker, Larissa Carine Braz Santos, Cristiane Pizzutti dos |
dc.subject.por.fl_str_mv |
Vendas Comércio eletrônico Interação Comportamento do consumidor Canais de distribuição |
topic |
Vendas Comércio eletrônico Interação Comportamento do consumidor Canais de distribuição Online shopping Channels Computer-mediated environments C2C interaction Value Social anxiety |
dc.subject.eng.fl_str_mv |
Online shopping Channels Computer-mediated environments C2C interaction Value Social anxiety |
description |
Purpose – Most customers want to interact, whether on social networks or on company websites. This study aims to examine the relationship between customer-to-customer (C2C) interaction and value, considering the roles of social anxiety and the retail environment. Design/methodology/approach – This paper presents three written-scenario experimental studies, where C2C interaction and the retail environment are manipulated, and social anxiety levels are measured. The settings and the measures are changed across the experiments to increase the results’ validity. Findings – A three-way interaction among C2C interaction, social anxiety and retail environment has impacts on experience value and other value-related variables (satisfaction and positive mood). In the offline retail environment, as social anxiety levels increase, the effects of C2C interaction on these variables become weaker. In the online retail environment, as social anxiety levels increase, these effects become stronger. Research limitations/implications – This paper contributes to the literature in three ways. First, it investigates the downside of positive C2C interactions when considering social anxiety and the retail environment where they occur. Second, this paper amplifies the literature about value by extending it to other consumers who can affect the service experience. Finally, this study explores online C2C interaction in a retail environment, an aspect that has been neglected in the research about online interactions. Practical implications – This paper suggests strategies to manage C2C interaction for customers of varying levels of social anxiety in offline and online retail environments to maximise value for them. Originality/value – This paper challenges the widespread idea that a positive C2C interaction always leads to value. By considering social anxiety and the retail environment in C2C literature, this paper explains why and when it is a false notion. |
publishDate |
2017 |
dc.date.issued.fl_str_mv |
2017 |
dc.date.accessioned.fl_str_mv |
2018-03-28T02:32:57Z |
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Estrangeiro info:eu-repo/semantics/article |
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2040-7122 |
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001061868 |
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http://hdl.handle.net/10183/173971 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.ispartof.pt_BR.fl_str_mv |
Journal of Research in Interactive Marketing. [Bingley, UK]. Vol. 11, no. 4 (2017), p. 398-415 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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