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Social co-creation acceptance among females in Saudi Arabia

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  • Maryam Muti Altalhi

Abstract

The present study develops a model to investigate how social influence can motivate customers towards their involvement in social co-creation. It also investigates how customers’ co-creation factors affect their intention to participate in future co-creation. An empirical study was conducted using an online questionnaire. The data was collected from 632 samples and analysed using a Structural Equation Modelling (SEM) approach. The final model estimates that co-creation factors significantly impact the behavioural intention of social co-creation. Social influence has a positive relationship with all the co-creation experiences factors. Subsequently, social influence affects the behavioural intention of social co-creation indirectly through hedonic value and customer learning value. Results revealed that customers’ co-creation experiences were affected by social influence, co-creation activities, and demographics (family and financial background), showing their future intention to engage in social co-creation.

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  • Maryam Muti Altalhi, 2020. "Social co-creation acceptance among females in Saudi Arabia," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1739489-173, January.
    • Handle: RePEc:taf:oabmxx:v:7:y:2020:i:1:p:1739489
    DOI: 10.1080/23311975.2020.1739489
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    Cited by:

    1. Mohsen Behnam & Geoff Dickson & Vahid Delshab & Anna Gerke & Parvaneh Savari Nikou, 2023. "The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media," Post-Print hal-03969039, HAL.

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