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Co-creation: Interface for Online Affective Experience and Repurchase Intention

Author

Listed:
  • Kumari Anshu

    (Amity International Business School, Amity University, Noida, India)

  • Loveleen Gaur

    (Amity International Business School, Amity University, Noida, India)

  • Gurmeet Singh

    (School of Business and Management, The University of the South Pacific, Fiji)

  • Gurmeet Rabinder Singh

    (Department of Tourism and Travel Management, Central University of Jammu, Jammu, India)

Abstract

The study proposes a comprehensive model framework applying co-creation and satisfaction in a moderated mediated mechanism for improving customer Online Repurchase Intention (ORI) via Affective Experiential State (AES). A cross-sectional survey collected data from 542 Indian respondents who do online shopping. Using structural equation modeling the results reveal that mediation effects of Online Shopping Satisfaction (OSS) vary between high and low-level of customer co-creation. Results further reveal that AES is a very influential factor in affecting customers ORI and OSS mediates the effects of AES on customer repurchase intention.

Suggested Citation

  • Kumari Anshu & Loveleen Gaur & Gurmeet Singh & Gurmeet Rabinder Singh, 2021. "Co-creation: Interface for Online Affective Experience and Repurchase Intention," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 20(2), pages 161-185, September.
    • Handle: RePEc:ijb:journl:v:20:y:2021:i:2:p:161-185
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Online Customer Experience; Affective Experiential State; Online Repurchase Intention; Online Customer Satisfaction; Co-Creation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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