KOREASCHOLAR

BETTER TOGETHER: THE ROLE OF INTERACTIVITY IN ENGAGING SHARING ECONOMY PLATFORM USERS

Ruizhi Yuan, Yanyan Chen, Timo Mandler
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422711
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.684
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Engaging customers is a critical requirement for sharing economy platforms (SEPs) to sustain and grow their user base. Although the interactions between users who consume the service (customers) and those who provide it (peer service providers) are the primary source of SEPs’ economic value, little is known about the role of interactivity in driving customer engagement. This research links these two important concepts by theorizing and empirically testing the influence of different dimensions of interactivity (two-way communication, participation, joint problem-solving) on customer engagement (cognitive engagement, emotional engagement, behavioral engagement) in SEPs.

Keyword
Sharing economyCustomer engagementInteractivityUsage intensity
Author
  • Ruizhi Yuan(University of Nottingham Ningbo China, China)
  • Yanyan Chen(TBS Education, France)
  • Timo Mandler(TBS Education, France)