Co-creation Intention Research Articles

Understanding Voice Shopping Value Co-Creation: A Sem-Fsqca Method

ABSTRACT Despite a large number of retailers have embraced the voice shopping channels, the factors that determine consumers' voice shopping value co-creation intentions are still unclear. This study explores the impacts of two social cognition dimensions (competence and warmth) on voice shopping value co-creation intention from the perspectives of confidence in consumers themselves and in AI. Based on the social exchange theory and stimulus—organism—response, a research model was developed and empirically examined by data collected from 363 students at a university in China. The results of structural equation modeling (SEM) analysis indicate that perceived competence and perceived warmth positively affect confidence in consumers themselves and in AI and consequently determine voice shopping value co-creation intention. In addition, the impacts of confidence in consumers themselves and in AI on voice shopping value co-creation intention varies. The results of the fuzzy set qualitative comparative analysis (fsQCA) method further validate these findings.

A contingency-based approach to service robot design: Role of robot capabilities and personalities

The rise of service robots is changing how products and services are delivered, significantly affecting customer outcomes. However, research has yet to specifically examine how the design of a service robot to specific service contexts influences customer engagement and value co-creation. Our study adopts a contingency perspective to investigate how the design of robot capabilities and personalities aligned with specific service contexts impacts customer engagement and value co-creation intentions. We tested this proposition through three experiments carried out in the banking and restaurant service contexts. Our findings revealed the effectiveness of carefully designed robotic capabilities and personalities within a service infrastructure depends on the specific service contexts. The study findings have important implications for service firms in designing service robots through managing robot capabilities and personalities to align with specific service contexts.

EXPLORING THE VALUE CO-CREATION INTENTIONS IN UROLOGY FOR MEDICAL DEVICE BRANDS: THE MEDIATING ROLE OF CUSTOMER BRAND ENGAGEMENT

Amidst the Indonesian Government and the Ministry of Health's initiative to enhance the quality of healthcare services, particularly in urology, focusing on using advanced medical equipment and the improvement of urological competencies, the healthcare industry in Indonesia has experienced significant growth. This study explored consumer perspectives on urology medical device brands, leading to the concept of value co-creation between consumers and brands. Through a survey of 140 urology resident doctors analyzed using quantitative methodology and PLS-SEM, the study found that customer-customer interaction influences consumer brand engagement but does not directly affect value co-creation intention. Conversely, customer-seller interaction has a significant positive impact on value co-creation intention and consumer brand engagement. The findings of this study suggest enhancing customer-seller interaction and leveraging consumer brand engagement to promote value co-creation intention, as well as the importance of developing quality customer interactions to strengthen their engagement with the brand.

Are consumers willing to co-create value when focal firms' suppliers are proactive in green innovation? A chain liability and green halo effect

PurposeBased on the chain liability and green halo effects, this study uses the perspective of multi-tier supply chain management to examine the impact mechanism and boundary conditions of suppliers' green innovation types on consumers' willingness to participate in value co-creation with focal firms from the perspective of multi-tier supply chain management.Design/methodology/approachUsing four situational experiments, 660 participants were recruited in Credamo, and SPSS 23.0 was used for data analysis. Experiments 1a and 1b verify the effect of suppliers' green innovation on consumers' willingness to participate in value co-creation with focal firms; experiment 2 examines the mediating effect of green sincerity perception; and experiment 3 explores the moderating effect of innovation proactiveness.FindingsThe results show that suppliers' green innovation efforts are more sincere when they are substantive (vs. symbolic), thereby generating higher value co-creation intentions. As a driving force, innovation proactiveness moderates the influence of suppliers' green innovation types on consumer's willingness to co-create value with focal firms.Originality/valueThis study enriches the literature on green supply chain management (GSCM) and consumers' willingness to co-create value. Furthermore, this study provides firms with practical guidance to improve marketing performance and green innovation practices through multilevel GSCM.

Influence of Customer Participation on Co-Creation Intention of Brand Value under Social Media

The purpose of this paper is to investigate if customer participation has the double-edged sword problem and how it impacts the co-creation intention of brand value under social media. To explore the relationship, we construct a research model from the perspective of value co-creation and cognitive behaviour theory in the context of social media. 385 valid samples were collected through a field questionnaire, and the structural equation model was used to test the research hypotheses. The results indicate that customer participation through social media has a double-edged sword effect, enhancing the perceived prosocial influence, but also causing social media fatigue. Perceived prosocial influence and social media fatigue play a dual mediating effect on the relationship between customer participation and co-creation intention of brand value. Moreover, brand attachment moderates the relationship between perceived prosocial influence and co-creation intention of brand value. Majority of the studies have found that customer participation has positive effect, but a few studies have found that customer participation has a certain “dark side”. This study focuses on the double-edged sword problem of customer participation through social media, as well as its effect on co-creation intention of brand value, thus contribution to the value co-creation theory. This research also analyses the positive effect of perceived prosocial influence and the negative effects of social media fatigue, thus supporting effective social media participation strategies for companies.

The role of social media marketing and social support in developing value co-creation intentions: a Couchsurfing community perspective

Purpose This study aims to empirically investigate the pathway to value co-creation intentions through social media marketing, social support and COVID-19 perception in the tourism context with a specific focus on Couchsurfing community. Design/methodology/approach A survey was conducted from foreign and domestic travellers who used Couchsurfing platform for their recent travel, and were approached using an online survey (n = 229) and structural equation modelling used for hypothesis testing. Findings The findings indicate that value co-creation intentions follow a pathway through social media marketing and social support. Moreover, Couchsurfing community social support mechanisms play a crucial role in value co-creation intentions. Originality/value This study significantly contributes by taking Couchsurfing as a social networking application that provides both informational and functional support to the hardcore and active tourism and hospitality community.

Building value co-creation with social media marketing, brand trust, and brand loyalty

Value co-creation has emerged as a critical challenge for fashion brands in the age of social media. Despite its importance, scholars have not adequately explored the role of social media marketing (SMM) in enhancing value co-creation (VCC) intentions among fashion brand consumers in mainland China. SMM encompasses five hierarchical elements: entertainment, customization, interaction, electronic word-of-mouth (EWOM), and trendiness. This study developed a theoretical framework based on attribution theory and employed the partial least squares–structural equation modeling (PLS-SEM) method to analyze the value co-creation process. The results indicate that SMM positively impacts brand loyalty (BL), brand trust (BT), and VCC. Furthermore, BT positively affects BL and VCC, while also serving as a positive mediator between SMM and BL and VCC. Finally, BL positively enhances the VCC intentions of fashion brand consumers. Our study's unique insights, derived from the attribution theory's advantage point, enrich the marketing literature. These findings also offer practical guidelines and tips for marketing managers seeking to optimize their SMM mix for VCC.

Demystifying employee co-creation: optimism and pro-social behaviour as moderators

PurposeThe human side of the job demands–resources (JD-R) model was this study's focus, examining job resources' impact on employees' co-creation intention. It considered employee satisfaction, engagement (vigour, absorption and dedication) and self-construal affect as mediators, with optimism and employee pro-social behaviour as moderators.Design/methodology/approachIn total, 214 responses from a survey questionnaire among service employees in Indonesia and Singapore were analysed with the partial least squares (PLS) method. Moderation and mediation analyses used multi-group analyses and bootstrapping.FindingsMost job resource indicators were found to be significant antecedents of employee co-creation intention. Optimism and pro-social behaviour significantly moderated the relationships between job support, vigour and absorption. A partial mediation effect was evident in the employee satisfaction–engagement relationship. Employees' self-efficacy and self-construal affect had a higher influence on employee co-creation intention than satisfaction or engagement.Research limitations/implicationsThe study considered only job resource-based indicators of the JD-R model and not those based on job demands. The moderation effect in the optimism–pro-social behaviour relationship considered job support but not interpersonal relationships and job autonomy.Practical implicationsThe study's findings would assist practitioners to motivate employees' co-creation intention through job resources and the employees' self-assessed emotions, such as optimism, pro-social behaviour and self-construal affect.Originality/valueThis study relates the JD-R model's job resources to service employees' co-creation intention, considering self-assessed emotions as mediators, while applying optimism and pro-social behaviour as moderators.

증강현실 쇼핑 환경에서 소비자의 가치 공동창조 의도의 형성 과정

Purpose – Helping consumers actively participate and act as co-creators of value is critical to the success of technology-based services. This study focuses on an augmented reality (AR) technology e-commerce scenario to explore the influencing factors and mechanisms related to consumer value co-creation intention. Design/Methodology/Approach – Based on the S-O-R framework and flow theory, we integrated factors to suggest and examine a research model with technical characteristics of augmented reality (interactivity and vividness) as external variables (stimuli), shopper psychological factors (organism) including flow experience, and value co-creation intention (response). A questionnaire survey was conducted on 318 Chinese consumers that had experienced AR shopping, and survey data were analyzed using SPSS and AMOS. Findings – Results show that both interactivity and vividness positively affected telepresence, flow, and mental imagery, which directly and indirectly enhanced consumer value co-creation intention. Research Implications – The results confirm the relationships among technical characteristics, consumer experience factors, and value co-creation intentions in the AR shopping environment. In addition to expanding existing theoretical achievements, this paper also provides practical implications for AR-related industries and shopping platform managers. This study will provide a foundation for future research by increasing the understanding of value co-creation in the augmented reality shopping environment, and provide implications for promoting consumer participation.

Factors affecting Co-Creation Intention of Customers in Social Commerce

This paper investigates the effects of social support, social commerce information sharing, and social commerce value on brand engagement and the effect of brand engagement on co-creation intention. This paper also investigates the mediating role of brand engagement on the relation between social support, social commerce information sharing, social commerce value and co-creation intention. The study used survey data from 279 Indonesians with experience using social commerce sites and make purchase transactions through social media sites. The model was tested using PLS structural equation modelling with WarpPLS 8.0 program. The empirical findings indicate that social support, social commerce information sharing, and social commerce value has a significant direct effect on brand engagement. The study also revealed that brand engagement has a significant direct effect on co-creation intention. The mediation test results indicate that brand engagement does not mediate social support, social commerce information sharing, and social commerce value on co-creation intention. This study provides an understanding that co-creation intention has become a common feature within the social commerce context and managers should make efforts to effectively engage with customers by implementing the relevant social commerce feature.

Does value co-creation matter? Assessing consumer responses in the sharing economy

PurposeThe sharing economy has evolved as a result of the diffusion of information and communication technology and facilitates collaborative consumption and production otherwise known as value co-creation. The present research aims to explore the consumer responses to value co-creation in sharing economy such as satisfaction, brand preference and enduring buyer–platform relationships, amid consumer's CSR concerns.Design/methodology/approachDrawing on the sharing economy and value co-creation literature and rooted in the stimulus-organism-response framework, an online panel data provider was employed to recruit 393 actual sharing economy consumers from the United States. Empirical analyses are performed using structural equation modeling through Amos, version.27.FindingsFindings confirm that value co-creation intentions contribute to consumers' satisfaction, brand preference and sustainable social relationships in the sharing economy. As expected, heightened concerns of corporate social responsibility (CSR) led to decreased consumer satisfaction with the sharing economy platform.Originality/valueThe study contributes to the digital sharing economy literature by emphasizing the role of CSR perceptions for building long-term relationships (buyer–platform relationships) where value co-creation is crucial.

Amidst technology, environment and human touch. Understanding elderly customers in the bank retail sector

PurposeUsing retail banking as a setting and focusing specifically on elderly customers (i.e. individuals aged 60 or more), this study aims to deepen the current understanding of how the physical context and the need for human interaction influence elderly customers' attitudes toward self-service technologies (SSTs) and their behavior.Design/methodology/approachUsing face-to-face questionnaires, a sample of 505 elderly bank customers was collected. Data were analyzed using a multi-method approach, combining a moderated mediation analysis with a fuzzy-set qualitative comparative analysis.FindingsThe findings suggest that a pleasant retail space may result in a positive attitude toward SSTs, which increases their co-creation intention. It also highlights that need for interaction of elderly customers with employees has detrimental effects on their attitude toward SSTs.Research limitations/implicationsThe current analysis was carried out among Italian elderly banks' customers. Thus, the results are highly dependent on the context of the analysis. In addition, it does not consider the different degrees of knowledge and experience the elderly may have with technology.Practical implicationsThis study suggests that providing access and support for using technology may be essential for banks to facilitate SSTs adoption in elderly customers.Originality/valueTo the best of the authors' knowledge, this study represents the first attempt to examine the influence of the physical context on elderly customers' attitudes toward SSTs and their consequent behavioral intentions. Furthermore, it highlights the importance of the human touch for these particular customers.

The impact of brand personification on consumer value co-creation intention

The impact of brand personification on consumer value co-creation intention

The Impact of Brand Personification on Consumer Value Co-creation Intention

The Impact of Brand Personification on Consumer Value Co-creation Intention

Local Residents Becoming Local Tourists: Value Co-Creation in Chinese Wetland Parks during the COVID-19 Pandemic

Despite their ecological value, wetland parks can be expensive to preserve and maintain, so local governments endeavor to design financially sustainable models by exploiting the ecotourism value of wetland parks. This trend has been facilitated by telecommunication technologies that enable value co-creation. Unlike previous studies that primarily assume tourists to be outsiders far from home, this study addresses a unique situation: travel restrictions during the COVID-19 pandemic generated a unique ecotourism market for local residents. This study responds to the above issue by examining the factors responsible for local tourists’ value co-creation intention. Specifically, we drew on the theory of planned behavior to develop an extended model to address the research objective. The hypothesized model was empirically tested using an online survey of 386 local tourists who traveled to a wetland park in the Liangping district of Chongqing, China. Our results suggest that social norms, destination awareness, experience expectations, and facilitating conditions could affect local tourists’ attitudes, which further influences local customers’ value co-creation intention. Moreover, social norms, destination awareness, and experience expectations could affect local tourists’ perceived value of a wetland park, thus further influencing local customers’ value co-creation intention. In doing so, we made interesting insights and implications for ecotourism at a local level. Drawing on our survey in a specific wetland park, we highlight how local tourists’ attitude and perceived value positively affect their value co-creation intention and identify one more possible source of destination awareness: friends’ sharing of destination information and experience through social media. Practically, we suggest local tourism to offset the maintenance costs of wetland parks during the COVID-19 pandemic. That requires leveraging social norms and understanding residents’ expectations, in addition to improving infrastructure.

Influence of co-creation signals on observers' co-creation willingness: A self-determination theory perspective.

With the service-dominant logic gradually replacing the traditional commodity-dominant reason, co-creating value with consumers has become an essential marketing practice for enterprises. As a critical information carrier in enterprise marketing communication, the co-creation signal impacts co-creation observers. Enterprises are now exploring how to effectively release co-creation signals to attract most observers to participate in value creation activities actively. Based on self-determination theory, this study investigates the influence mechanism of co-creation signals on observers’ willingness to co-create and the moderating role of mental simulation through the experimental method. The conclusions are as follows: (a) The co-creation signal has a significant positive effect on the co-creation intention of observers. Self-designed co-creation signals generate more important co-creation willingness than self-produced co-creation signals; (b) Self-determination and its dimensions mediate the relationship between co-creation signals and the observer’s co-creation willingness; and (c) Mental simulation moderates the relationship between co-creation signal and self-determination. This study has important theoretical significance in enriching co-creation signals and mental simulation research. It also provides management implications for enterprises to release co-creation signals and optimize co-creation marketing practices effectively.

Role of social currency in customer experience and co-creation intention in online travel agencies: Moderation of attitude and subjective norms

This study investigates the relationship between social currency and customer experience concerning online travel agencies. Riding on the theory of planned behavior (TPB), we explore the moderating effect of attitude and subjective norms on customer experience. First, a conceptual model is developed and tested using the data collected from 392 respondents from India. Then, after checking the instrument's psychometric properties, we used hierarchical regression to test hypotheses. The results indicate that (a) social currency, (b) attitude, and (c) subjective norms are positively associated with customer experience. Furthermore, the findings also support attitude and subjective norms moderating the relationship between social currency and customer experience. Finally, customer experience positively predicts co-creation intention by customers. The implications for theory and practice are discussed.

Value co-creation on repurchase intention in sharing economy platform

This study aims to empirically develop and evaluate the role of customer participation, customer ethical perception, and social support in creating value co-creation intention and repurchase intention for SEP customers in Indonesia. The theoretical model regarding the creation of value co-creation and repurchase intention is built based on a theory of planned behavior and literature on value co-creation, customer participation, marketing ethics, and social support. Therefore, using structural equation modeling, 376 empirical data for customers over 15 years old were analyzed. The results reveal that customer participation and ethical perception affect value co-creation intention, while social support does not. In addition, customer participation, ethical perception, SS, and value co-creation intention affect repurchase intention. Value co-creation intention becomes a partial mediator in the relationship between customer participation, customer ethical perception, and repurchase intention. Meanwhile, value co-creation intention cannot be a mediator in the relationship between social support and repurchase intention. This study contributes to the sharing economy literature by providing a holistic antecedent value co-creation intention model. Besides, it also offers important insights for SEP managers.

The mechanism of value cocreation in robotic services: customer inspiration from robotic service novelty

ABSTRACT Service robots provide operational benefits to restaurants, but the mechanism through which novel robotic services optimize customer experience given appropriate robots’ dependence on human employees remains unclear. To fill this gap, this study adopts the transmission model of customer inspiration and identifies customer value cocreation processes in robotic services. Combined evidence from two online experiments and a field experiment demonstrates that robotic service novelty has a positive effect on customer cocreation intention via customer inspiration. Robotic task interdependence, which reflects the extent to which a robot relies on human employees to complete its tasks, attenuates the relationship between robotic service novelty and customer cocreation intention through decreased customer inspiration. These findings offer insights into marketing strategies for robotic services that provide enhanced customer experiences.

The influence of trust and commitment on free-to-play gamers co-creation intentions

ABSTRACT Through the lens of trust–commitment and co-creation theories, this study explores the effect of trust on commitment and co-creation intentions within the free-to-play (F2P) gaming industry, to extend our understanding of co-creation within a service context. Responses from an online survey were used as inputs into a structural equation model (SEM). The findings reveal that trust in a F2P game influences commitment to continue playing the F2P game and elicit behaviour in the form of co-creation intentions. The findings also found that involvement and achievement motivations partially mediate the relationship between trust and commitment and escapism significantly moderates the relationship between trust and involvement.