How C2C Interactions Contribute To Customer Enjoyable Experience In Shopping Websites

With the rapid development of information technology and social media,building community and encouraging consumers to interact and communicate has become an important source of value creation for online shopping platforms.According to the theory of value co-creation,customers are no longer just recipients of products,but also co-creators.Therefore,this paper combines the two,starting from the perspective of customer journey and based on the leading behavior of consumers in different stages,constructing the influencing model of customer interaction on consumers' enjoyable experience in different stages of customers' shopping journey in the online shopping community.136 customer sample data were obtained through question.naire survey and regression analysis was used to test corresponding hypotheses.The results show that in the online shopping community,the customer interaction in the three stages of shopping journey positively affects the consumers' enjoyable experience.In the pre-purchase stage,the reduction of uncertainty plays a mediating role between customer interaction and consumer enjoyable experience.In the purchase stage,decision-making confidence plays an mediating role.In the post-purchase stage,the expected repair and sense of self-ability play a parallel mediating role.Customer perceived information overload moderates the effect of customer interaction on consumers' enjoyable experience in the pre-purchase stage.In other words,compared with the situation when consumers perceived information overload is high,when perceived information overload is low,the positive impact of customer interaction on the enjoyable experience of consumers is greater.