Affiliation:
1. School of Humanities, Social Sciences, and Management National Institute of Technology Karnataka Mangaluru Karnataka India
Abstract
AbstractSocial commerce (SC) is an upcoming trend that has changed the online shopping experience by allowing e‐retailers to develop long‐term relationships with customers and increase sales. Empowered by Web 3.0, SC offers many‐to‐many interactions, enhancing the quality and quantity of social interaction related to the seller–customer, information searches, and product/service delivery. The customer experience (CEX) has been well developed both in the online and offline contexts. However, limited attention has been paid to examining CEX in the SC setting. This study aims to conduct a systematic review of the literature to develop a conceptual framework exploring both the antecedents and consequences of CEX in the SC setting. In the process, we make three significant contributions to academia and practice. First, the study contributes to our understanding of CEX in the context of SC. Second, it proposes a conceptual framework by identifying antecedents of CEX and potential consequences using the consumer culture theory. Finally, it highlights a subject relevant to academia and practice while proposing recommendations for further research.
Subject
Marketing,Public Health, Environmental and Occupational Health,Economics and Econometrics,Applied Psychology
Cited by
6 articles.
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