ScholarWorks@중앙대학교

초록

Purpose: In the context of growing efforts by online businesses to enhance consumer connections, understanding consumer engagement behaviors is imperative. This study explores consumer engagement within online shopping platforms, specifically introducing and examining the roles of crowdsourcing and crowdsending. Design/methodology/approach: The study developed and validated measurement scales for crowdsourcing and crowdsending engagement across transactional, multi-sided and inspirational platforms. Findings: Identifying five sub-dimensions within crowdsourcing and crowdsending, the results unveiled nuances in consumer–platform interactions, emphasizing the value of co-creation. Crowdsourcing entails transaction-oriented engagements such as knowledge gathering, utilitarian and hedonic browsing, interaction and co-shopping. The findings revealed that crowdsourcing significantly influenced platform commitment, surpassing the impact of crowdsending on transactional platforms. Conversely, crowdsending involves knowledge sharing, feedback, participation, advocacy and reciprocity, fostering active engagement and shared value within the platform ecosystem. Notably, the results showed that crowdsending strengthened commitment to inspirational platforms more than to conventional shopping platforms. Originality/value: This study contributes to the theoretical understanding of a range of consumer engagement experiences in online shopping environments and presents practical applications, offering valuable insights for commerce businesses aiming to optimize their digital strategies.

키워드