The findings show that intrinsic and extrinsic motives are significant antecedents of value co-creation.
Gaganpreet Singh, Associate Professor, Jindal Global Law School, O.P. Jindal Global University, Sonipat, Haryana, India.
Sanjit K. Roy, UWA Business School, The University of Western Australia, M263, 35 Stirling Highway, Crawley, Perth, 6009, Australia.
Corey Hatton, UWA Business School, The University of Western Australia, M263, 35 Stirling Highway, Crawley, Perth, 6009, Australia.
Bidit Dey, Brunel University, London, UK.
Nisreen Ameen, School of Business and Management, Royal Holloway University of London, Egham, UK.
Satish Kumar, Malavya National Institute of Technology Jaipur, Jaipur, India.
The paper identifies and analyses customers’ motives to co-create when interacting with smart services by integrating the self-determination theory with coordination mechanisms. The study also examines the how and to what extent value co-creation impacts on word-of-mouth and customer-based brand equity. An online questionnaire was employed for empirically validating the research model. The relationships were examined using partial least square path modelling.
The findings show that intrinsic and extrinsic motives are significant antecedents of value co-creation. The coordination mechanisms namely, relating and knowing also significantly influence customers’ involvement in the value co-creation process. Results also show that value co-creation mediates the relationship between customers motives (intrinsic and extrinsic) to co-create and consequences.
Findings of this study adds to the human–computer interaction literature by strengthening the nomological network of value co-creation when interacting with smart services by proposing a novel model integrating both the antecedents and outcomes of value co-creation. By recognizing how this practice could be motivated, service providers can bolster customer-firm interactions and enable favourable firm level consequences.
Published in: Electronic Commerce Research
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