IDEAS home Printed from https://ideas.repec.org/a/vrs/foeste/v24y2024i2p371-388n1018.html
   My bibliography  Save this article

Value Co-Creation In E-Commerce Platforms: The Role Of Personality Traits And Trust

Author

Listed:
  • Widyastuti Widyastuti

    (Department of Management, Universitas Negeri Surabaya)

Abstract

Research background It is important for companies to pay attention to the value of co-creation in order to encourage innovation and the development of new products where the source of ideas for innovation and new products comes from consumers. Participation in value co-creation is voluntary and depends on the consumer’s willingness to be involved, so there needs to be motivation within the consumer to carry out value co-creation. Therefore, it is necessary to understand the consumer’s personality which can encourage co-creation. Purpose This study aims to analyze the factors that influence online value co-creation in e-commerce platforms. This study attempts to examine the value co-creation that occurs online by emphasizing the interaction between consumers. In addition, the researcher examines the role of personality traits on value co-creation. Research methodology The population in this study are consumers aged 16 to more than 40 years who have experience in purchasing products in e-commerce and have given ratings, reviews, or comments on products and services in e-commerce. The Purposive sampling technique was used to select the sample of 152 consumers. PLS-SEM was used as an analytical technique. Results The results reflect that personality traits and beliefs are the driving factors for online co-creation. This study also reveals that trust does not act as a mediator in the influence of personality traits on value co-creation. Conscientiousness is the dominant trait in the influence of personality traits on trust and value co-creation. This study only uses two dimensions of personality traits, namely conscientiousness and agreeableness. Future research should consider using the five dimensions of personality traits. The implication of this research is to enrich knowledge about the factors that influence the occurrence of value co-creation online and it is projected for marketers to provide ease of use features for further co-creation. Novelty This research discusses interactions between consumers in e-commerce as a form of co-creation that has not been widely done.

Suggested Citation

  • Widyastuti Widyastuti, 2024. "Value Co-Creation In E-Commerce Platforms: The Role Of Personality Traits And Trust," Folia Oeconomica Stetinensia, Sciendo, vol. 24(2), pages 371-388.
  • Handle: RePEc:vrs:foeste:v:24:y:2024:i:2:p:371-388:n:1018
    DOI: 10.2478/foli-2024-0030
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/foli-2024-0030
    Download Restriction: no

    File URL: https://libkey.io/10.2478/foli-2024-0030?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
    2. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    3. Kyungyeol (Anthony) Kim & Kevin K. Byon & Wooyeul Baek, 2020. "Customer-to-customer value co-creation and co-destruction in sporting events," The Service Industries Journal, Taylor & Francis Journals, vol. 40(9-10), pages 633-655, July.
    4. Ahani, Ali & Nilashi, Mehrbakhsh & Yadegaridehkordi, Elaheh & Sanzogni, Louis & Tarik, A. Rashid & Knox, Kathy & Samad, Sarminah & Ibrahim, Othman, 2019. "Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 331-343.
    5. Malaika Brengman & Farhod P. Karimov, 2012. "The effect of web communities on consumers' initial trust in B2C e‐commerce websites," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 791-817, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Phan, Tien-Thao Cong & Dang, Tri-Quan & Nguyen, Luan-Thanh, 2023. "Consumer trust in social network sites in Vietnam: PLS-SEM-ANN analysis," EconStor Conference Papers 278766, ZBW - Leibniz Information Centre for Economics.
    2. Kevin K. Byon & Jingxian (Cecilia) Zhang & Wooyoung (William) Jang, 2022. "Examining the Value Co-Creation Model in Motor Racing Events: Moderating Effect of Residents and Tourists," Sustainability, MDPI, vol. 14(15), pages 1-29, August.
    3. Xiaowei Jiang & Andrew Kim & Kyungyeol (Anthony) Kim & Qian Yang & Jerónimo García-Fernández & James J. Zhang, 2021. "Motivational Antecedents, Value Co-Creation Process, and Behavioral Consequences in Participatory Sport Tourism," Sustainability, MDPI, vol. 13(17), pages 1-16, September.
    4. Jessica Bosisio, 2024. "A research landscape on customer co-creation value: a systematic literature network analysis," Italian Journal of Marketing, Springer, vol. 2024(3), pages 339-368, September.
    5. Foroudi, Pantea & Nazarian, Alireza & Ziyadin, Sayabek & Kitchen, Philip & Hafeez, Khalid & Priporas, Costas & Pantano, Eleonora, 2020. "Co-creating brand image and reputation through stakeholder’s social network," Journal of Business Research, Elsevier, vol. 114(C), pages 42-59.
    6. Matti Haverila & Kai Haverila & Caitlin McLaughlin & Mehak Arora, 2022. "Engagement, participation, and relationship quality in the context of co-creation in brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 232-249, September.
    7. Hsiao, Chan & Lee, Yi-Hsuan & Chen, Wan-Jun, 2015. "The effect of servant leadership on customer value co-creation: A cross-level analysis of key mediating roles," Tourism Management, Elsevier, vol. 49(C), pages 45-57.
    8. Foroudi, Pantea & Yu, Qionglei & Gupta, Suraksha & Foroudi, Mohammad M., 2019. "Enhancing university brand image and reputation through customer value co-creation behaviour," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 218-227.
    9. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    10. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    11. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    12. Navarro, Susana & Llinares, Carmen & Garzon, Dolores, 2016. "Exploring the relationship between co-creation and satisfaction using QCA," Journal of Business Research, Elsevier, vol. 69(4), pages 1336-1339.
    13. Dumpe Maira, 2015. "Online Marketing Issues of Real Estate Companies: A Case of Latvia," Baltic Journal of Real Estate Economics and Construction Management, Sciendo, vol. 3(1), pages 130-139, December.
    14. C, Deep Prakash & Majumdar, Adrija, 2023. "Predicting sports fans’ engagement with culturally aligned social media content: A language expectancy perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Delina, Radoslav & Vajda, Viliam & Bednár, Peter, 2007. "Trusted operational scenarios - Trust building mechanisms and strategies for electronic marketplaces," MPRA Paper 20243, University Library of Munich, Germany.
    16. Vlad Rosca, 2015. "Customer attitudes towards buying e-books: Perspectives from a Romanian publishing house," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 105-111.
    17. Sembada, Agung Y. & Koay, Kian Yeik, 2021. "How perceived behavioral control affects trust to purchase in social media stores," Journal of Business Research, Elsevier, vol. 130(C), pages 574-582.
    18. Maik Hesse & Timm Teubner & Marc T. P. Adam, 2022. "In Stars We Trust – A Note on Reputation Portability Between Digital Platforms," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(3), pages 349-358, June.
    19. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    20. Małgorzata Wiścicka-Fernando & Sandra Misiak-Kwit & Kelaniyage Shihan Dilruk Fernando, 2019. "Co-Creation as an Innovative Way to Develop an Enterprise—Cross-Country Analysis," Sustainability, MDPI, vol. 11(23), pages 1-13, November.

    More about this item

    Keywords

    value co-creation; e-commerce; trust; personality traits; conscientiousness; agreeableness;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:foeste:v:24:y:2024:i:2:p:371-388:n:1018. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.