Social e-commerce has become a widely studied
paradigm in the Web 2.0 era. We explore the impact of opinion leaders’
interaction quality (IQ) on platform brand value from the perspective of
prosumption and examines the mediating effect of customer engagement and the
moderating effect of prosumers capability (PC). Data were collected from 318
e-commerce users from social e-commerce platforms via questionnaire. Structural
equation modeling was used to examine the model and bootstrap sampling
technique via AMOS 23.0 and Process macro model 17 was applied to test the
proposed hypotheses. Findings indicate that IQ brings a more positive impact on
customer engagement, and customer engagement also affects the platform’s brand value. Meanwhile, customer engagement plays a significant
mediating effect while the PC has different moderating effects in different
pathways. This paper, examines the principle of IQ on platform brand value
based on the logic of prosumption. Results indicated that social e-commerce
platform should keep a close watch on the effect of opinion leaders on the
platform, improve customer engagement by improving the inner emotional
experience of platform users, and thus enhance the platform brand value.
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