Open AccessSocial resources of consumer co-creation
Author(s) -
Thanh Thi Trinh,
Tuan Manh Nguyen
Publication year - 2015
Publication title -
khoa học công nghệ
Language(s) - English
Resource type - Journals
ISSN - 1859-0128
DOI - 10.32508/stdj.v18i4.971
Subject(s) - co creation , business , perspective (graphical) , marketing , social identity theory , service (business) , consumer behaviour , advertising , social group , psychology , social psychology , artificial intelligence , computer science
The role of consumer in service co-creation is a central topic of service marketing. From consumer perspective, this paper investigates the influence of determinants of social identity and consumer social support to co-creation behaviors. A survey study with SEM analysis of 256 consumers in personal care service shows 11 out of 13 hypotheses empirically supported. The findings reinforce that social identity direclty influence consumer co-creation, and in an indirect way through consumer social support.