Co-creation experience in Indonesian mobile commerce: A self-determination theory perspective
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Author(s)Muhammad Iqbal FirdausLink to ORCID Index: https://orcid.org/0000-0002-2333-1879
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Cynthia A. UtamaLink to ORCID Index: https://orcid.org/0000-0002-5577-0278
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Gita GayatriLink to ORCID Index: https://orcid.org/0000-0001-5089-2164
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Whony RofiantoLink to ORCID Index: https://orcid.org/0000-0003-4341-6244
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DOIhttp://dx.doi.org/10.21511/im.19(3).2023.13
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Article InfoVolume 19 2023, Issue #3, pp. 145-158
- 392 Views
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120 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Understanding customer co-creation experience in mobile commerce helps business to tailor their offerings, improves customer engagement, and cultivates long-lasting brand relationships, ultimately leading to business success in the competitive digital marketplace. Anchoring in service-dominant logic and self-determination theory framework, this study aims to investigate customers’ internal stimuli as the antecedents of the co-creation experience and its impact on brand relationship behavior. An online survey was employed to gather data from 499 users of Shopee, Tokopedia, Bukalapak, and Lazada mobile commerce marketplaces in Indonesia. PLS-SEM is used to analyze the conceptual model. The results reveal that customers’ internal stimuli of enabling the self and gratifying the self positively influence the co-creation experience (t-value > 1.645, p-value < 0.001). At the same time, no significant effect was found on the relationship between enriching the self and the co-creation experience. This study also confirms the role of co-creation experience in motivating continuance intention and E-WOM (t-value > 1.645, p-value < 0.001). The findings contribute to developing and validating the co-creation experience concept by demonstrating the role of customer internal stimuli in influencing the co-creation experience, thus motivating customer continuance intention and E-WOM behavior. The findings suggest the importance of the focus given by mobile commerce marketplace managers in designing mobile commerce platforms that can also meet the inner needs of users. A positive co-creation experience can enhance customer commitment and thus encourage positive E-WOM. These factors contribute to the long-term success and growth of mobile commerce platforms in an increasingly competitive market.
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JEL Classification (Paper profile tab)L81, M31, N35
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References59
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Tables7
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Figures1
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- Figure 1. Conceptual model with results
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- Table 1. Demographic profile of respondents
- Table 2. Common bias method report
- Table 3. Discriminant validity with HTMT
- Table 4. Hypothesis testing results
- Table 5. Structural analysis results
- Table 6. Multigroup analysis results
- Table A1. Confirmatory composite analysis
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Factors affecting users’ brand awareness through social media marketing on TikTok
Cuong Nguyen ,
Thao Tran ,
Tien Nguyen
doi: http://dx.doi.org/10.21511/im.20(1).2024.11
Innovative Marketing Volume 20, 2024 Issue #1 pp. 122-131 Views: 1643 Downloads: 428 TO CITE АНОТАЦІЯTikTok is increasingly influential in promoting brand awareness and boosting purchase intention. From a social media marketing perspective, brand awareness significantly influences consumers’ purchasing decisions. The primary objective of this study is to investigate and measure the factors influencing the brand awareness of TikTok users through social media marketing communications. The paper employs exploratory factor analysis, Cronbach’s Alpha test, and regression analysis to test the hypotheses. 24 observed variables were divided into six groups. Each variable was assessed using a 5-point Likert scale. The sample size includes 240 valid responses from TikTok users collected via convenience sampling. The questionnaire was distributed to TikTok users from Vietnam via the link on Google Forms. The collected data were processed by SPSS 20 software. The results suggest that six independent variables positively affect brand recognition via social media marketing on TikTok, with a 95% confidence interval at Sig. = 0.000 (0.05). Each of the six variables positively impacts initial expectations and is statistically significant at 1%. The results show that trends (Beta = 0.299) are the most decisive factors impacting brand awareness of TikTok users. Besides, electronic word of mouth (Beta = 0.242), influencer (Beta = 0.220), entertainment (Beta = 0.206), interaction (Beta = 0.200), and storytelling (Beta = 0.179) also positively affect the brand awareness of TikTok users. Limitations and further research suggest that marketers should investigate the role of artificial intelligence (AI) in the consumer’s brand awareness-constructing process.
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Turning a commodity into an experience: the “sweetest spot” in the coffee shop
Murilo Branco ,
Diana Kobakova
doi: http://dx.doi.org/10.21511/im.14(4).2018.04
Innovative Marketing Volume 14, 2018 issue #4 pp. 46-55 Views: 1603 Downloads: 1196 TO CITE АНОТАЦІЯCommodities are products with low economic value, but when related to experience, they can turn into profitable businesses. In the present work, the authors seek to understand consumer behavior in the coffee industry, guided by the following research question: How can customer experience affect price perception? To answer this question, the researchers conducted an analysis using the four realms of experience from Pine and Gilmore (1999, 2011) – entertainment, education, esthetics, and escapist – and how they behave according to different kinds of customer experience, as well as their relation to price perception. To understand this, the authors conducted qualitative research with 40 consumers in two important coffee companies: Starbucks and Costa Coffee. The coffee shops analyzed are located in the city of Marbella, Spain. The results of this research show that customers are aware of the price discrepancy, but still frequenting coffee shops for different experiences according to their interests. This work is groundbreaking because of the analysis of the four realms of experience and its correlation with the price perception. The authors also introduced to the customer experience field the analysis of the four realms in the coffee shop industry. Finally, from the research results, the authors suggest various managerial practices that can improve customer experience and the perception of prices.
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Unlocking the potential of loyalty programs in reference to customer experience with digital wallets
Vidushi Vatsa ,
Bhawna Agarwal ,
Ruchika Gupta
doi: http://dx.doi.org/10.21511/im.19(1).2023.20
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This study aims to evaluate customer experience and its influence on customer satisfaction and loyalty in the digital wallet domain. It also analyzes the moderating role of loyalty programs. This study was conducted in the Indian context since, alongside advancements in technology and a focus on digitalization, there has been a substantial increase in the acceptance of cashless payment options. The data from 349 respondents using the snowball sampling technique were collected through Google Forms, and SmartPLS 4.0 was used for analysis.
The results showed that loyalty and satisfaction are significantly influenced in the digital wallet domain if organizations work on factors affecting customer experience. The results also proved that loyalty programs moderate the relationship between customer experience and customer satisfaction.
This analysis successfully unlocked the potential of loyalty programs and established that loyalty programs do not moderate customer loyalty. However, organizations must note that poorly designed loyalty programs are just like any other sale promotion scheme, which adds up to the promotional expense without achieving the overall long-term objective of sustaining loyal consumers.
