Antecedents and consequences of value co-creation in online shopping


  • Sanaji Sanaji Universitas Negeri Surabaya
  • Tanti Handriana Universitas Airlangga
  • Indrianawati Usman Universitas Airlangga



customer citizenship behaviours, customer participation behaviours, negative eWOM, online shopping experience, repurchase intention


Customer involvement is necessary for the value co-creation process in online purchases. This study intends to confirm the effect of online shopping experience on customer value co-creation behaviour, represented by participation behaviour and customer citizenship behaviour on repurchase intention and negative electronic word-of-mouth (eWOM). An online survey was conducted to collect data from the customers as respondents. This study used Partial Least Square-Structural Equation Modelling (PLS-SEM) to test the hypotheses. The results show that the data supports four of the seven hypotheses. The online shopping experience positively affects customer participation and citizenship behaviour and then influences repurchase intention, but it does not affect negative eWOM. The results of this study provide an understanding of the importance of a customer experience, customer participation, and customer citizenship behaviours to encourage value co-creation by the customer, which is expected to increase repurchase intention. Previous studies have not linked value co-creation behavior to actual behavioral characteristics. The originality of this study discovers negative eWOM and repurchase factors due to CPB and CCB.


Alves, H., Ferreira, J. J., & Fernandes, C. I. (2016). Customer’s operant resources effects on co-creation activities. Journal of Innovation & Knowledge, 1(2), 69–80.

Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130–140.

Anderson, C., & Kilduff, G. J. (2009). Why do dominant personalities attain influence in face-to-face groups? The competence-signaling effects of trait dominance. Journal of Personality Social Psychology, 96(2), 491–503.

Aparicio, M., Costa, C. J., & Moises, R. (2021). Gamification and reputation: Key determinants of e-commerce usage and repurchase intention, Heliyon, 7(3). 1–14.

Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53, 1–9.

Becker, L., Jaakkola, E., 2020. Customer experience: Fundamental premises and implications for research. Journal of the Academy Marketing Science, 48, 630–648.

Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586–607.

Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119.

Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698–705.

Cachero-Martínez, S., & Va ́zquez-Casielles, R. (2021). Building consumer loyalty through e-shopping experiences: the mediating role of emotions. Journal of Retailing and Consumer Service, 60, 1–10.

Cermak, D. S., File, K. M., & Prince, R. A. (1994). Customer participation in service specification and delivery. Journal of Applied Business Research, 10(2), 90–97.

Chen, C. C. V., & Chen, C. J. (2017). The role of customer participation for enhancing repurchase intention. Management decision, 55(3), 547–562.

Chen L., Halepoto H., Liu C., Yan X., & Qiu L. (2022). Research on influencing mechanism of fashion brand image value creation based on consumer value co-creation and experiential value perception theory. Sustainability, 14(13), 1–21.

Cossío-Silva, F. J., Revilla-Camacho, M. Á., Vega-Vázquez, M., & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621–1625.

Elsharnouby, T. H., & Mahrous, A. A. (2015). Customer participation in online co-creation experience: The role of e-service quality. Journal of Research in Interactive Marketing, 9. 313–336.

Frasquet-Deltoro, M., Alarcón-del-Amo, M. D., & Lorenzo-Romero, C. (2019). Antecedents and consequences of virtual customer co-creation behaviours. Internet Research, 29(1), 218–244.

Frempong, J., Chai, J., Ampaw, E. M., Amofah, D. O., & Ansong, K. W. (2020). The relationship among customer operant resources, online value co-creation and electronic-word-of-mouth in solid waste management marketing. Journal of Cleaner Production, 248, 1–14.

Füller, J., & Matzler, K. (2007). Virtual product experience and customer participation—A chance for customer-centred, really new products. Technovation, 27(6-7), 378–387.

Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737.

Gong, T., & Yi, Y. (2021). A review of customer citizenship behaviors in the service context. The Service Industries Journal, 41(3-4), 169–199.

Griffin, M. A., Neal, A., & Parker, S. K. (2007). A new model of work role performance: Positive behavior in uncertain and interdependent contexts. Academy of Management Journal, 50(2), 327–347.

Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of management, 31(1), 7-27.

Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading e-commerce platforms. Journal of Retailing and Consumer Services, 68(2), 1–12.

Guo, L., Arnould, E. J., Gruen, T. W., & Tang, C. (2013). Socializing to co-produce: Pathways to consumers’ financial well-being. Journal of Service Research, 16(4), 549–563.

Guzel, M., Sezen, B., & Alniacik, U. (2020). Drivers and consequences of customer participation into value co-creation: a field experiment. Journal of Product and Brand Management, 30(7), 1047–1061.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model, European Journal of Marketing, 37(11/12), 1762–1800.

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 Interacting Marketing, 18(1), 38–52.

Hu, J., Ma, X., Xu, X., & Liu, Y. (2022). Treat for affection? Customers’ differentiated responses to pro-customer deviance. Tourism Management, 93, 1–13.

Hu, Y., & Kim, H. J. (2018). Positive and negative eWOM motivations and hotel customers’ eWOM behavior: Does personality matter?. International Journal of Hospitality Management, 75, 27–37.

Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344–361.

Johnson, J. W., & Rapp, A. (2010). A more comprehensive understanding and measure of customer helping behavior. Journal of Business Research, 63(8), 787–792.

Kim, H. S., & Choi, B. (2016). The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings. The Journal of services marketing, 30(4), 384–397.

Knight, D. K., & Young, K. E.. (2007). Japanese consumers' need for uniqueness: Effects on brand perceptions and purchase intention. Journal of Fashion Marketing and Management, 11(2), 270–280.

Liu, G. (2020). The impact of customer participation on customer citizenship behavior: moderating role of altruistic motivation. UMT-POLY Journal, 17(2), 430–445.

Liu, J., Xiong, Q., & Zhong, J. (2022) Prestige and dominance: How eWOM differs between consumers high in authentic and hubristic pride. Frontiers in Psychology, 13, 1–11.

Liu, Y., & Luo, X. (2019). Customer value co-creation behavior effects on online purchase intention. Journal of Advanced Computational Intelligence and Intelligent Informatics, 23(2), 253–260.

Lusch, R. F., & Vargo, S. L. (2014). Service-Dominant Logic: Premises, Perspectives, Possibilities. Cambridge University Press.

Mandl, L., & Hogreve, J. (2020). Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors. Journal of Business Research, 107, 130–137.

Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57, 1–12.

Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116–126.

Motowidlo, S. J., Borman, W. C., & Schmit, M. J. (1997). A theory of individual differences in task and contextual performance. Human Performance, 10(2), 71–83.

Nam, K., Baker, J., Ahmad, N., and Goo, J. (2020). Determinants of writing positive and negative electronic word-of-mouth: Empirical evidence for two types of expectation confirmation. Decision Support Systems, 12, 1–126.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14.

Revilla-Camacho, M. Á., Vega-Vázquez, M., & Cossío-Silva, F. J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of Business Research, 68(7), 1607–1611.

Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service and Research, 9(3). 257–270.

Straus, L., Robbert, T., & Roth, S. (2016). Customer participation in the customization of services: Effects on satisfaction and behavioral intentions. Journal of Business Market Management, 9(1), 498–517.

Trevinal, A. M., & Stenger, T. (2014). Toward a conceptualization of the online shopping experience. Journal of Retailing and Consumer Service, 21(3), 314–326.

Vargo, S. L. and Lusch, R. F. (2004), Evolving to a new dominant logic for marketing, Journal of Marketing, 68(1), 1–17.

Vázquez-Casielles, R., Suárez-Álvarez, L., & del Río-Lanza, A. B. (2013). The word of mouth dynamic: How positive (and negative) WOM drives purchase probability: An analysis of interpersonal and non-interpersonal factors. Journal of Advertising Research, 53(1), 43–60.

Wang Y., Anderson, J., Joo, S. J., & Huscroft, J. R. (2020). The leniency of return policy and consumers’ repurchase intention in online retailing. Industrial Management and Data System, 120(1), 21–39,

Wang, T., Yeh, R. K. J., Chen, C., & Tsydypov, Z. (2016). What drives electronic word-of-mouth on social networking sites? Perspectives of social capital and self-determination. Telematics and Informatics, 33(4), 1034–1047.

Xie, L., Poon, P., & Zhang, W. (2017). Brand experience and customer citizenship behavior: the role of brand relationship quality. Journal of Consumer Marketing, 34(3), 268–280.

Xie, X. Z., Tsai, N. C., Xu, S. Q., & Zhang, B. Y. (2019). Does customer co-creation value lead to electronic word-of-mouth? An empirical study on the short-video platform industry. The Social Science Journal, 56(3), 401–416.

Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284.

Yi, Y., Gong, T., & Lee, H. (2013). The impact of other customers on customer citizenship behavior. Psychology and Marketing, 30(4), 341–356.

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.

Zhang, Y., & Chen, L. (2017). The impacts of website characteristics and customer participation on citizenship behaviors: The mediating role of co-creation experience in virtual brand communities. Advances in Applied Sociology, 7(4), 151–164.




How to Cite

Sanaji, S., Handriana, T. ., & Usman, I. . (2023). Antecedents and consequences of value co-creation in online shopping. BISMA (Bisnis Dan Manajemen), 15(1), 20–39.



Abstract views: 758 , PDF Downloads: 743