Co-creation experience in Indonesian mobile commerce: A self-determination theory perspective
-
Author(s)Muhammad Iqbal FirdausLink to ORCID Index: https://orcid.org/0000-0002-2333-1879
,
Cynthia A. UtamaLink to ORCID Index: https://orcid.org/0000-0002-5577-0278
,
Gita GayatriLink to ORCID Index: https://orcid.org/0000-0001-5089-2164
,
Whony RofiantoLink to ORCID Index: https://orcid.org/0000-0003-4341-6244
-
DOIhttp://dx.doi.org/10.21511/im.19(3).2023.13
-
Article InfoVolume 19 2023, Issue #3, pp. 145-158
- Cited by
- 406 Views
-
125 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.
- Keywords
-
JEL Classification (Paper profile tab)L81, M31, N35
-
References59
-
Tables7
-
Figures1
-
- Figure 1. Conceptual model with results
-
- 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
-
- Abu-Taieh, E. M., AlHadid, I., Abu-Tayeh, S., Masa’deh, R., Alkhawaldeh, R. S., Khwaldeh, S., & Alrowwad, A. (2022). Continued intention to use of m-banking in Jordan by integrating UTAUT, TPB, TAM and service quality with ML. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 1-28.
- Akbari, M., Foroudi, P., Zaman Fashami, R., Mahavarpour, N., & Khodayari, M. (2022). Let us talk about something: The evolution of e-WOM from the past to the future. Journal of Business Research, 149, 663-689.
- Battacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214.
- Behnam, M., Hollebeek, L. D., Clark, M. K., & Farabi, R. (2021). Exploring customer engagement in the product vs. service context. Journal of Retailing and Consumer Services, 60, 102456.
- Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020). How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Information & Management, 57(2), 103168.
- Carlson, J., Wyllie, J., Rahman, M. M., & Voola, R. (2019). Enhancing brand relationship performance through customer participation and value creation in social media brand communities. Journal of Retailing and Consumer Services, 50, 333-341.
- Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218-225.
- Chin, W., Cheah, J. H., Liu, Y., Ting, H., Lim, X. J., & Cham, T. H. (2020). Demystifying the role of causal-predictive modeling using partial least squares structural equation modeling in information systems research. Industrial Management & Data Systems, 120(12), 2161-2209.
- Choi, Y. K., Seo, Y., & Yoon, S. (2017). E-WOM messaging on social media: Social ties, temporal distance, and message concreteness. Internet Research, 27(3), 495-505.
- Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268.
- Dweck, C. S. (1996). Implicit theories as organizers of goals and behavior. In P. Gollwitzer & J. A. Bargh (Eds.), The Psychology of Action: Linking Cognition and Motivation to Behavior (pp. 69-90). The Guilford Press.
- Fishbach, A., & Ferguson, M. J. (2007). The goal construct in social psychology. In Social psychology: Handbook of basic principles (2nd ed.) (pp. 490-515). The Guilford Press.
- Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
- Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
- Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications, Inc.
- Hair, J. F, Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate data analysis (8th ed.) Pearson.
- Helkkula, A., Kelleher, C., & Pihlström, M. (2012). Characterizing value as an experience: Implications for service researchers and managers. Journal of Service Research, 15(1), 59-75.
- Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431.
- Hsieh, S. H., & Chang, A. (2016). The psychological mechanism of brand co-creation engagement. Journal of Interactive Marketing, 33(1), 13-26.
- Japutra, A., Molinillo, S., Fitri Utami, A., & Adi Ekaputra, I. (2022). Exploring the effect of relative advantage and challenge on customer engagement behavior with mobile commerce applications. Telematics and Informatics, 72, 101841.
- Kock, N., & Lynn, G. S. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for Information Systems, 13(7), 546-580.
- Li, D., & Han, X. (2021). Assessing the influence of goal pursuit and emotional attachment on customer engagement behaviors. Journal of Retailing and Consumer Services, 59, 102355.
- Li, H., & Liu, Y. (2014). Understanding post-adoption behaviors of e-service users in the context of online travel services. Information & Management, 51(8), 1043-1052.
- Lin, W. S., Chen, H. R., & Yang, M. L. (2020). How do we learn to get success together through crowdfunding platform? From the perspectives of system learning and multi-motivations. Telematics and Informatics, 52, 101428.
- Loureiro, S. M. C., Bilro, R. G., & Japutra, A. (2020). The effect of consumer-generated media stimuli on emotions and consumer brand engagement. Journal of Product & Brand Management, 29(3), 387-408.
- Loureiro, S. M. C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Information Review, 41(7), 985-1005.
- Luong, D. B., Wu, K. W., & Vo, T. H. G. (2021). Difficulty is a possibility: Turning service recovery into e-WOM. Journal of Services Marketing, 35(8), 1000-1012.
- Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic. Premises, perspectives, possibilities. Cambridge University Press.
- Mainolfi, G., & Vergura, D. T. (2022). The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study. Journal of Fashion Marketing and Management, 26(3), 473-494.
- Manley, S. C., Hair, J. F., Williams, R. I., & McDowell, W. C. (2021). Essential new PLS-SEM analysis methods for your entrepreneurship analytical toolbox. International Entrepreneurship and Management Journal, 17(4), 1805-1825.
- McLean, G., Osei-Frimpong, K., Al-Nabhani, K., & Marriott, H. (2020). Examining consumer attitudes towards retailers’ m-commerce mobile applications – An initial adoption vs. continuous use perspective. Journal of Business Research, 106, 139-157.
- Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: Testing a model of voluntary participation in value co-creation activities. Journal of Product Innovation Management, 26(4), 388-406.
- Ortiz, J., Chih, W. H., & Teng, H. C. (2017). Electronic word of mouth in the Taiwanese social networking community: Participation factors. Internet Research, 27(5), 1058-1084.
- Osei-Frimpong, K. (2019). Understanding consumer motivations in online social brand engagement participation: Implications for retailers. International Journal of Retail & Distribution Management, 47(5), 511-529.
- Park, C. W., Macinnis, D. J., & Priester, J. (2006). Beyond attitudes: Attachment and customer behavior. Seoul National Journal, 12(2), 3-36.
- Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
- Price, T. (2023, February 21). 2022 Indonesia eCommerce: Insights and Analysis. TMO Group.
- Rachão, S. A. S., de Jesus Breda, Z., de Oliveira Fernandes, C., & Joukes, V. N. P. M. (2021). Drivers of experience co-creation in food-and-wine tourism: An exploratory quantitative analysis. Tourism Management Perspectives, 37, 100783.
- Ramadhan, A., Hidayanto, A. N., Evik, C. S., Rizkiandini, N., Rahimullah, N. A., Muthiah, R. H., Anggreainy, M. S., & Phusavat, K. (2022). Factors affecting the continuation to use and e-WOM intention of online library resources by university students: A study in Indonesia. The Journal of Academic Librarianship, 48(6), 102592.
- Roy, S. K., Singh, G., Hope, M., Nguyen, B., & Harrigan, P. (2019). The rise of smart consumers: Role of smart servicescape and smart consumer experience co-creation. Journal of Marketing Management, 35(15-16), 1480-1513.
- Ryan, R. M., & Deci, E. L. (2000). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary Educational Psychology, 25(1), 54-67.
- Ryan, R. M., & Deci, E. L. (2020). Intrinsic and extrinsic motivation from a self-determination theory perspective: Definitions, theory, practices, and future directions. Contemporary Educational Psychology, 61, 101860.
- Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105-115.
- Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322-2347.
- Shulga, L. V., & Busser, J. A. (2021). Customer self-determination in value co-creation. Journal of Service Theory and Practice, 31(1), 83-111.
- Silanoi, T., Meeprom, S., & Jaratmetakul, P. (2022). Consumer experience co-creation in speciality coffee through social media sharing: Its antecedents and consequences. International Journal of Quality and Service Sciences, 14(4), 576-594.
- Statista. (2023). eCommerce Report 2023.
- Sthapit, E., Del Chiappa, G., Coudounaris, D. N., & Bjork, P. (2020). Determinants of the continuance intention of Airbnb users: Consumption values, co-creation, information overload and satisfaction. Tourism Review, 75(3), 511-531.
- Tripathi, K. N. (1992). Competition and intrinsic motivation. The Journal of Social Psychology, 132(6), 709-715.
- Vargo, S. L. (2021). Beyond circularity – A service-dominant (S-D) logic perspective. Circular Economy and Sustainability, 1(1), 257-260.
- Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
- Verleye, K. (2015). The co-creation experience from the customer perspective: Its measurement and determinants. Journal of Service Management, 26(2), 321-342.
- Wang, K., Tai, J. C. F., & Hu, H.-f. (2023). Role of brand engagement and co-creation experience in online brand community continuance: A service-dominant logic perspective. Information Processing and Management, 60(1), 103136.
- Windasari, N. A., Lin, F.-r., & Kato-Lin, Y. C. (2021). Continued use of wearable fitness technology: A value co-creation perspective. International Journal of Information Management, 57, 102292.
- Xie, L., Guan, X., Liu, B., & Huan, T. C. T. C. (2021). The antecedents and consequences of the co-creation experience in virtual tourist communities: From the perspective of social capital in virtual space. Journal of Hospitality and Tourism Management, 48, 492-499.
- Yan, M., Filieri, R., & Gorton, M. (2021). Continuance intention of online technologies: A systematic literature review. International Journal of Information Management, 58, 102315.
- Zhang, H., Lu, Y., Wang, B., & Wu, S. (2015). The impacts of technological environments and co-creation experiences on customer participation. Information & Management, 52(4), 468-482.
-
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: 1797 Downloads: 503 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.
-
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: 1627 Downloads: 1216 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.
-
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
Innovative Marketing Volume 19, 2023 Issue #1 pp. 233-243 Views: 812 Downloads: 397 TO CITE АНОТАЦІЯThe emergence of digital technology has fundamentally transformed how businesses generate value for their customers. One of the critical components of this paradigm shift in digital transformation is improving customer experience, which benefits both consumers and organizations.
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.
