Co-Creation in Branding with Customer: Social Commerce Tools, Social Support, and Intention to Co-Creation in Branding
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Abstract
The objective of this research are (1) to study components as follows: Rating & Reviews, Forum & Recommendation, Social Support, and Intention to Co-Creation in Branding (2) to examine factors influencing the mediating role of Social Support between Rating & Reviews and Intention to Co-Creation in Branding and (3) to examine factors influencing the mediating role of Social Support between Forum & Communities and Intention to Co-Creation in Branding. The research used qualitative method to 400 customers who buy products from online business and analysis by descriptive statistics-mean, percentage, SD and inferential statistics-Structural Equation Model (SEM) analysis by AMOS.
The research revealed that:
1. The model was consistent to the empirical data. Goodness of fit measures found to be: χ2 = 78.893, df = 64, p-value = .129, χ2/df = 1.201, GFI = 0.974, IFI = .996, CFI = .996, RMSEA = 0.020.
2. The influence of Social Support as Partial Mediating Effect relationship between Rating & Reviews and Intention to Co-Creation in Branding.
3. The influence of Social Support as Full Mediating Effect relationship between Forum & Communities and Intention to Co-Creation in Branding.
Article Details
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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