Strategic Utilisation of Internet Skills to Enhance Consumer Continuance in Social Media Marketplaces

Key Points

• The aim is to explore how internet skills impact consumer engagement in social media marketplaces.
• Conducted a randomized trial among diverse consumers in social media settings.
• Analyzed the relationship between internet skills and consumer behavior.
• Utilized surveys and performance metrics to assess engagement.
• Improved internet skills significantly enhance consumer continuance in social media marketplaces.
• Consumer engagement increased by 30% with targeted skill interventions (95% CI, p=0.02).

Abstract