Customers’ motives to co-create in smart services interactions

Sanjit K. Roy (), Gaganpreet Singh (), Corey Hatton (), Bidit Dey (), Nisreen Ameen () and Satish Kumar
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Sanjit K. Roy: The University of Western Australia
Gaganpreet Singh: OP Jindal Global University
Corey Hatton: The University of Western Australia
Bidit Dey: Brunel University
Nisreen Ameen: Royal Holloway University of London

Electronic Commerce Research, 2023, vol. 23, issue 3, No 3, 1367-1400

Abstract: Abstract 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.

Keywords: Value co-creation; Word-of-mouth; Motivations; Customer-based brand equity; Self-determination theory (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10660-022-09633-w

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