Customer Value Co-Creation Behavior Effects on Online Purchase Intention | Zendy

Yaqin Liu | Zendy; Luo Xin-xing | Zendy

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Customer Value Co-Creation Behavior Effects on Online Purchase Intention

Author(s) -

Yaqin Liu,

Luo Xin-xing

Publication year - 2019

Publication title -

journal of advanced computational intelligence and intelligent informatics

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.172

H-Index - 20

eISSN - 1343-0130

pISSN - 1883-8014

DOI - 10.20965/jaciii.2019.p0253

Subject(s) - customer value , value (mathematics) , marketing , structural equation modeling , business , customer retention , customer to customer , customer engagement , consumer behaviour , customer intelligence , organizational citizenship behavior , customer advocacy , online and offline , outcome (game theory) , computer science , advertising , psychology , social media , microeconomics , service quality , organizational commitment , social psychology , world wide web , service (business) , operating system , profit (economics) , machine learning , economics

Prior marketing literature highlights the customer value co-creation behavior on offline business. This paper focuses on investigating the effects of customer value co-creation behavior on the online purchase intention. Further, the hypothesis is tested via adopting the structural equation model method. The research shows that under the online shopping environment, the behaviors of customer participation and citizenship behavior have significant positive impacts on purchase intention and can be the direct antecedents of purchase intention. Compared with customer participation behavior, customer citizenship behavior has greater impacts on purchase intentions. The analysis outcome of the study has remarkable importance on improving the sales of online retailers.

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