Abstract
The main objective of this research was to examine the Rating and Reviews, Forums and Communities, and Buyer-Seller Relationship Quality as factors influencing the Intention to Co-creation in Branding. The researchers used quantitative method which involved empirical research. A questionnaire was used to collect data from 512 customers who buy products from online business. The researcher did data analysis by percentage, mean, SD, and Structural Equation Model analysis by AMOS.
 
 Referring to research findings, it was found as follows (1) the model for Intention to Co-Creation in Branding which includes Rating and Reviews, Forums and Communities, and Buyer-Seller Relationship Quality was aligned with the empirical data at good level (c2 = 78.903, df = 66, p-value = .133, c2/df = 1.196, GFI = .979, IFI = .996, CFI = .996, RMSEA = .020) (2) the factor of Rating and Reviews, Forums and Communities, and Buyer-Seller Relationship Quality affected the Intention to Co-Creation in Branding at statistical level of significance (p < .05) and all factors predicts the Intention to Co-Creation in Branding at 44.10 (R2 = 0.441).
Highlights
Traditional market mainly focuses on the ability of seller in producing and providing products to buyers without understanding the customer needs
This remarkable phenomenon provides the great opportunity for seller in creating value that gains more competitive advantages from competitors (Porter & Donthu, 2008), especially those who take the Social Commerce Constructs in action (Hajli, 2015; Narakorn & Seesupan, 2018) e.g. Rating and Reviews, Forum and Communities which are developed in Social Network Site to apply in business context which buyers can create content and share experience by real-time transaction via “Like”, “Share”, or “Comment” in social networks -- Facebook, Line, Twitter, Instagram (Liang & Turban, 2012)
As for the respondents’ opinion, it could be found that the Rating and Reviews is ranked as the high level (3.58), followed by Buyer-Seller Relationship Quality at high level (3.56), Forum and Communities at high level (3.55), and Intention to Co-Creation in Branding (3.42) respectively
Summary
Traditional market mainly focuses on the ability of seller in producing and providing products to buyers without understanding the customer needs. The communication technology in social network really helps people connect and share information and experience among each other more effectively which significantly leads to co-creation that definitely serves the customer needs (Prahalad & Ramaswamy, 2004; Narakorn, 2015) This remarkable phenomenon provides the great opportunity for seller in creating value that gains more competitive advantages from competitors (Porter & Donthu, 2008), especially those who take the Social Commerce Constructs in action (Hajli, 2015; Narakorn & Seesupan, 2018) e.g. Rating and Reviews, Forum and Communities which are developed in Social Network Site to apply in business context which buyers can create content and share experience by real-time transaction via “Like”, “Share”, or “Comment” in social networks -- Facebook, Line, Twitter, Instagram (Liang & Turban, 2012). The seller really understands the real needs of customers which creates the Intention to CoCreation in Branding (Wang & Hajli, 2014)
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