The Effect of Motivation, Opportunity, Ability and Social Identity Towards Customer-to-Customer Online Know-How Exchange

Abstract

Motivation-Opportunity-Ability (MOA) theory and Social Identity (SI) theory have been used separately as theories that predict the customer-to-customer online know-how exchange (C2C) or e-WOM behavior. By integrating both theories in one framework, this study investigates whether motivation, opportunity, ability and social identity (MOASI) act as predictor for customer-to-customer online to know how to exchange (C2C). Analyzed data from an online survey on 355 batik online community members of a BlackBerry Messenger Group using Structural Equation Modeling (SEM) revealed that only MOA fits very well as a predictor of C2C. In addition, ability is found to be the highest influencer on C2C followed by motivation, opportunity and social identity. The findings imply the importance of MOA as important predictors to a C2C behavior which should not be avoided by the Indonesian batik fashion industry e-retailers when they develop specific marketing strategies and tactics to sell their products through C2C.