Consequences of consumer engagement on the performance of e-commerce firms in Ghana
Moderating effects of consumer-owned resources
Bibliographic Data
| ID | 15346233 |
|---|---|
| Authors | Isaac Owusu Asante (0000-0003-1213-9678, University of Electronic Science and Technology of China), Jiaming Fang (0000-0002-1806-8017, University of Electronic Science and Technology of China, corresponding author), Dennis Fiifi Darko (0000-0001-5981-8067, University of Electronic Science and Technology of China) |
| Year | 2020 |
| Volume | 30 |
| Issue | 5 |
| Pages | 403-407 |
| Publication date | 2020-09-02 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Psychology in Africa (JOURNAL) |
| Journal identifiers | ISSN: 1433-0237 • E-ISSN: 1815-5626 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/14330237.2020.1821305 |
| OpenAlex | W3093582050 |
| Language | EN |
| References cited | 23 |
We examined the financial consequences of consumer engagement on firms’ performance and how consumer-owned resources moderate the relationship. We collected data on consumer engagement attitudes, consumer-owned resources, and firms’ performance from customers and management of the top online shopping firms in Ghana (male = 52.6% and female = 47.4%). Applying structural equation modelling, we examined the sales and market growth consequences of consumer engagement on firms’ performance and at what levels of consumer-owned resources are the consequences moderated. The findings indicate that behavioural engagement mediates the relationship between psychological engagement and firms’ performance. Satisfied consumers self-reported with positive, fulfilling, and firm-related states of mind that would affect the firms’ financial performance through consumers’ online behavioural activities. Consumer-owned resources moderated the financial effect of consumer engagement on firms’ performance. We conclude from these data that consumer engagement on social networks influences a firm’s performance based on the magnitude of consumer-owned resources
Affect (linguistics · Business · Moderation · Structural equation modeling · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing
| Highly cited | No |
|---|