Dancing with consumers: a configurational analysis of consumer satisfaction and repurchase trends in social commerce

Purpose Despite the growing body of literature on social commerce, there is a crucial need for a nuanced understanding of how the factors of customer satisfaction interact to influence consumer behavior. By examining the interdependencies, this research aims to provide actionable insights for businesses seeking to optimize their social commerce strategies and foster customer loyalty. This study examines the factors that influence the perceived usefulness of service to enhance customer satisfaction and promote repurchase intention in social commerce. Design/methodology/approach A standardized questionnaire is used to collect data from 147 customers worldwide. The fuzzy-set qualitative comparative analysis (fsQCA) is utilized for data analysis and model construction. Following that, research constructs are evaluated for dependability and internal consistency. For data collection, a snowball sample selection approach is used. Findings The findings of the fsQCA evaluation indicate that four main characteristics drive consumer happiness via the well-perceived significance of social commerce. Alternative pathways are selected depending on gender, current use status and consumer trustworthiness with social commerce platforms. We also provide two topologies for perceived value in social commerce and consumer engagement. Practical implications The results provide several insights, including the display of diverse topologies of consumers from various backgrounds and their desire, contentment and commitment toward s-commerce, as well as revealing the causative elements that impact the intention to advocate social commerce. These insights can provide researchers with valuable insights. Originality/value This study is based on anecdotal observations gathered from consumers of various professions and organizations worldwide who have recently purchased items through social commerce platforms, either voluntarily or reluctantly. It also incorporates diverse variables such as gender and trustworthiness, offering fresh insights into consumer behavior in global social commerce environments.