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Erscheinungsjahr: 
2020
Quellenangabe: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 7 [Issue:] 1 [Publisher:] Taylor & Francis [Place:] Abingdon [Year:] 2020 [Pages:] 1-17
Verlag: 
Taylor & Francis, Abingdon
Zusammenfassung: 
The present study develops a model to investigate how social influence can motivate customers towards their involvement in social co-creation. It also investigates how customers' co-creation factors affect their intention to participate in future co-creation. An empirical study was conducted using an online questionnaire. The data was collected from 632 samples and analysed using a Structural Equation Modelling (SEM) approach. The final model estimates that co-creation factors significantly impact the behavioural intention of social co-creation. Social influence has a positive relationship with all the co-creation experiences factors. Subsequently, social influence affects the behavioural intention of social co-creation indirectly through hedonic value and customer learning value. Results revealed that customers' co-creation experiences were affected by social influence, co-creation activities, and demographics (family and financial background), showing their future intention to engage in social co-creation.
Schlagwörter: 
customers&#x2019
co-creation experiences
Saudi Arabia
social co-creation
social influence
structural equation modelling
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