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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.

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