Abstract
The aim of this research is to identify the relationship between online sale and customer value co-creation. In addition, to identify the mediating role of E-Satisfaction and E-Trust in the relationship between the online sale and customer value co-creation. This study selected a sample of 364 customers who shopped from the Modanisa website in Jordan, and a structural equation modeling (SEM) approach was applied in this study to suit the nature of the study and to achieve the desired goals. This approach is based on showing the variables' relationship with each other. In this study, the relationship between online sale and customer value co-creation was influenced by E-trust and E-satisfaction. As per the results have indicated the foregoing, the analysis exhibited a favorable relation between them. E-trust impacts online sale and customer value relationship CO-creation, E-satisfaction affects the connection between the customer and online sales value. In addition, this study proves that online transactions contribute to the CO-creation of customer value for Modanisa. The customer value of CO-creation is, however, influenced by online purchases by E-trust and E-satisfaction in the Modanisa site. The findings of the study show that consumers with the higher online sale are far more committed to rising customer value by enhancing E-trust and E-satisfaction.
Highlights
Value Co-creation implies that the process results in a valuable outcome by competing parties. (Prahalad & Ramaswamy, 2004)
Szymanski and Henard (2001) indicated that the influence of E-Satisfaction on the connection among online sale and customer value co-creation is greater offline, so when customers are satisfied with a particular website for sale online, they will buy more of it, and they become to have the intention to purchase, and they will be keen to recommend the product or service to their friends (Al-Da’abseh, et al, 2018)
Safa and Ismail (2013) noted that the value-creating business and the consumer online sale are the strategic edges of a local alternative, and observed that customer engagement in value co-creation would increase the efficiency of the enterprise
Summary
Ongoing technological developments, connected to capitalism, shifts in purchasing behaviors, and amended consumption patterns, had complicated the differentiation of companies’ rivals in competitive industries. Online sale is a model that allows customers to purchase goods and services directly from the seller through the Internet using the web browser and applications. Customers can buy goods online using different ways of communication technology (Alsafadi et al, 2020). Through the Internet, the buying and selling of goods and services take place on the Internet where customers and sellers meet in the digital world in many sites to offer goods and services (Kitaneh, 2009). Value Co-creation implies that the process results in a valuable outcome by competing parties. Few researchers are exploring the incentive of customers to be active in recognizing the significance of identifying catalysts leading to valueco-creation motives for buyers (Aljawarneh & Atan, 2018). Suppliers offer ingredients with manufacturers in some kind of a conventional value-creation process, who create goods for customers (Al-Omari et al, 2020).
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