Title: Co-creation of customers' extrinsic value through C2C and e-store interaction in an e-commerce setting

Authors: So Ra Park; Sheela Pandey; Shanggeun Rhee

Addresses: School of Management and Marketing, College of Business and Public Management, Kean University, 1000 Morris Avenue, Union, NJ 07083, USA ' School of Management and Marketing, College of Business and Public Management, Kean University, 1000 Morris Avenue, Union, NJ 07083, USA ' School of Management and Marketing, College of Business and Public Management, Kean University, 1000 Morris Avenue, Union, NJ 07083, USA

Abstract: Customers' perceived value of a product or service is a good predictor of repeated purchasing behaviour. Extrinsic values, especially, are considered direct predictors of intention and actual purchase. This research study is interested in examining whether customer-to-customer (C2C) interaction online co-creates customers' extrinsic values where extrinsic values are defined as perceived service excellence, economic benefit, and convenience. Whereas existing literature identifies extrinsic motivators as antecedents of extrinsic value, this research study presents both e-store and C2C interaction as key antecedents of extrinsic value perceptions of online customers. Extrinsic value perception was found to influence the intention to revisit/repurchase at the e-store.

Keywords: experiential values; C2C interaction; customer-to-customer; e-store interaction; intrinsic values; extrinsic values; value co-creation; e-commerce; electronic commerce; perceived value; service excellence; economic benefit; convenience; online shopping.

DOI: 10.1504/IJSSCI.2015.074226

International Journal of Services Sciences, 2015 Vol.5 No.3/4, pp.255 - 273

Available online: 18 Jan 2016 *

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