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ABSTRACT
Social networking sites, such as Facebook, are becoming a prevalent form of communication between people. Despite the enormous popularity of clicking the “like” button on Facebook, little research has been done in either network or behavior. This study focuses on how clicking a “like” button on Facebook affects other browsers. We examine the influence of customer-to-customer interaction (CCI) on customer voluntary performance (CVP) for social networking sites. This study employed structural equation modeling to investigate a research model based on a total of 210 valid surveys from social networking site users. The results indicated that CCI does influence satisfaction, commitment, and the commitment effect CVP, which is composed of loyalty, cooperation, and participation. This study suggests that positive CCI will lead to positive commitment and satisfaction. The higher commitment then causes higher CVP. These findings have implications for both marketers and consumer behavior researchers.
Additional information
Notes on contributors
Kai-Chieh Hu
Kai-Chieh Hu is an associate professor and the chairman of the Department of Business Administration at Soochow University, Taiwan. His research subjects include service marketing and consumer behavior. He has published several articles in Journal of Air Transport Management, Growth and Change, International Journal of Fuzzy Systems, and other refereed journals.
Mingying Lu
Mingying Lu is a doctoral candidate in the Department of Transportation and Logistics Management at National Chiao Tung University, Taiwan. He is also a researcher at the Center for Big Data Analysis and Research at Soochow University, Taiwan. His current research interests include consumer behavior, consumer psychology, human–computer interaction, and decision making.
Feng-Yi Huang
Feng-Yi Huang received her Masters degree in Business Administration at Soochow University, Taiwan. Her research interests include internet and human–computer interaction.
William Jen
William Jen is a professor in the Department of Transportation and Logistics Management at Chiao Tung University, Taiwan. His current research interests include transportation management, service management, and strategic management. He has published articles in International Journal of Fuzzy System, Transportation, Transport Reviews, and Total Quality Management & Business Excellence.