Work

How Do Value Co-Creation and E-Engagement Enhance E-Commerce Consumer Repurchase Intention?

Year: 2021

Type: article

Abstract: This study develops an integrated model to investigate how value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commence consumers. Applying the tenets of UTAUT, this study also examines the moderating role of technology adoption in the association between e-engagement and value co-creation in the e-commerce context. Data were collected via 411 surveys completed by e-commerce consumers in India. Data analysis was done using PLS structural equation modelling. Results show that value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commerce consumers, while, technology adoption moderates the association between positively-valanced e-engagement and value co-creation. The findings also reveal that consumption values, such as utilitarian and hedonic values, mediate the effects of value co-creation on repurchase intention among e-commerce consumers.

Source: Journal of Global Information Management

DOI: 10.4018/jgim.290369

Authors: Charles Jebarajakirthy, Victor Saha, Praveen Goyal, Venkatesh Mani

Institutions: Griffith University, O. P. Jindal Global University, Birla Institute of Technology and Science, Pilani, MBS School of Business

Language: English

Topic: Service and Product Innovation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

Funders: European Commission, Universidade do Porto

OpenAlex ID: W3209544027

FWCI: 2.757

Cites: 86

Cited by: 19

Related to: 10