Transformative value co-creation with older customers in e-services: Exploring the influence of customer participation on appreciation of digital affordances and well-being

Yu Zhang, Jiafu Su, Honggui Guo, Jeoung Yul Lee, Yan Xiao and Mingqiu Fu

Journal of Retailing and Consumer Services, 2022, vol. 67, issue C

Abstract: This study challenges the negative assumption that older customers struggle to adapt to e-service by exploring the positive influence of their participation on transformative value co-creation. A two-phase mixed-methods approach was adopted to develop and validate the research model. The results found that customer participation, including information sharing, responsible behaviors, and in-role feedback, promotes older customers' digital skills and basic needs satisfaction, leading to higher appreciation of digital affordances and well-being. Additionally, online employees’ customer orientation positively moderates the above relationships. This study provides insight for service providers to include older customers in e-services.

Keywords: Appreciating digital affordances; Basic needs satisfaction; Customer participation; Digital skills; Transformative value co-creation; Older customers (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698922001151
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922001151

DOI: 10.1016/j.jretconser.2022.103022

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().