Customer Value Co-Creation Practices in E-Retailing Platform: A Microfoundational Approach

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Author(s): Doan Dang-Thai (Ho Chi Minh City University of Technology, Vietnam)and Tuan Nguyen-Manh (Ho Chi Minh City University of Technology, Vietnam)
Copyright: 2025
Volume: 21
Issue: 1
Pages: 21
Source title: International Journal of E-Business Research (IJEBR)
Editor(s)-in-Chief: Jeffrey Hsu (Fairleigh Dickinson University, USA)
DOI: 10.4018/IJEBR.389201

Keywords: Business & Management / Business Science Reference / E-Business

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Abstract

From a microfoundational approach, this paper aims to formulate and validate a comprehensive model that centers on co-creation practices of e-retailing customers. Standing on the service ecosystem view of service dominant logic, the paper proposes e-commerce mechanisms and social capital as antecedents of, and customer empowerment, trust in community of sellers and brand equity as consequents of the practices. We assessed the model through a PLS-SEM analysis on surveyed data of 259 e-commerce customers that evidently supports all hypothesized relationships. The study is one of the first to offer a quantitative multi-level explanation of customer co-creation in e-commerce platforms, in which e-commerce mechanisms (i.e. macro level) affects social capital (micro), social capital associated leads to customer practices (micro-micro), and customer practices interrelated generates empowerment, trust and brand equity (macro), and hence, it is among the first to empirically illustrate the three social mechanisms, namely situational, action-formation, and transformational.

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Customer Value Co-Creation Practices in E-Retailing Platform: A Microfoundational Approach

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