IDEAS home Printed from https://ideas.repec.org/p/osf/socarx/69cdm.html
   My bibliography  Save this paper

How Perceived CSR Drives Customer Value Co-Creation in E-Commerce: Examining the Moderating Effect of Gender and the Mediating Effect of Satisfaction

Author

Listed:
  • Aminjonova, Gulrukhsor
  • Khasanova, Dilfuzakhon

Abstract

Purpose Customer value co-creation (CVCC) intention has been shown to foster favorable consumer attitudes towards businesses, thereby promoting positive consumer behavior. However, research on the application of this phenomenon in the e-commerce domain remains limited. Grounded in social exchange and social identity theories, this study investigates the mediating role of satisfaction in the relationship between perceived corporate social responsibility (CSR) and CVCC intention, as well as the moderating effect of gender on this mediation within the e-commerce context. Design/methodology/approach A cross-sectional survey was conducted using non-probability convenience sampling, involving 309 students from Keimyung University in Korea. Confirmatory factor analysis was performed using SPSS-AMOS, and the proposed hypotheses were tested through SPSS PROCESS Model 7. Findings The findings of this study indicate that satisfaction partially mediates the relationship between perceived CSR and CVCC intention. Additionally, this mediation is moderated by gender, with the effect of perceived CSR on CVCC intention through satisfaction being stronger for female participants than for male participants. Originality/value This study extends social exchange and social identity theories to the e-commerce domain by elucidating the mechanisms through which CSR influences CVCC intention. It highlights the pivotal role of satisfaction in linking CSR with CVCC intention and emphasizes the moderating influence of gender. Practical recommendations are provided for e-commerce businesses to enhance the effectiveness of their CSR initiatives in fostering consumer engagement.

Suggested Citation

  • Aminjonova, Gulrukhsor & Khasanova, Dilfuzakhon, 2024. "How Perceived CSR Drives Customer Value Co-Creation in E-Commerce: Examining the Moderating Effect of Gender and the Mediating Effect of Satisfaction," SocArXiv 69cdm, Center for Open Science.
  • Handle: RePEc:osf:socarx:69cdm
    DOI: 10.31219/osf.io/69cdm
    as

    Download full text from publisher

    File URL: https://osf.io/download/67429f63f3ae927c57ac1eb6/
    Download Restriction: no

    File URL: https://libkey.io/10.31219/osf.io/69cdm?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. Gordon W. Cheung & Helena D. Cooper-Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 745-783, June.
    2. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    3. Dang, Van Thac & Nguyen, Ninh & Pervan, Simon, 2020. "Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Duygu Turker, 2009. "Measuring Corporate Social Responsibility: A Scale Development Study," Journal of Business Ethics, Springer, vol. 85(4), pages 411-427, April.
    5. Agag, Gomaa & Durrani, Baseer Ali & Shehawy, Yasser Moustafa & Alharthi, Majed & Alamoudi, Hawazen & El-Halaby, Sherif & Hassanein, Ahmed & Abdelmoety, Ziad H., 2023. "Understanding the link between customer feedback metrics and firm performance," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Won‐Moo Hur & Hanna Kim & Joon Hyo Jang, 2016. "The Role of Gender Differences in the Impact of CSR Perceptions on Corporate Marketing Outcomes," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(6), pages 345-357, November.
    7. Sanghoon Lee & Eunil Park & Sang Jib Kwon & Angel P. Del Pobil, 2015. "Antecedents of Behavioral Intention to Use Mobile Telecommunication Services: Effects of Corporate Social Responsibility and Technology Acceptance," Sustainability, MDPI, vol. 7(8), pages 1-15, August.
    8. Nisar, Tahir M. & Prabhakar, Guru & Ilavarasan, P. Vigneswara & Baabdullah, Abdullah M., 2020. "Up the ante: Electronic word of mouth and its effects on firm reputation and performance," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    9. Gordon W. Cheung & Helena D. Cooper‑Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Correction to: Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 785-787, June.
    10. Russell-Bennett, Rebekah & McColl-Kennedy, Janet R. & Coote, Leonard V., 2007. "Involvement, satisfaction, and brand loyalty in a small business services setting," Journal of Business Research, Elsevier, vol. 60(12), pages 1253-1260, December.
    11. Dakshina G. De Silva & Rachel A. J. Pownall, 2014. "Going green: does it depend on education, gender or income?," Applied Economics, Taylor & Francis Journals, vol. 46(5), pages 573-586, February.
    12. 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.
    13. Trong Tuan Luu, 2019. "CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation," Journal of Business Ethics, Springer, vol. 155(2), pages 379-398, March.
    14. Zucheng Zhou & Ben Nanfeng Luo & Thomas Li‐Ping Tang, 2018. "Corporate Social Responsibility Excites ‘Exponential’ Positive Employee Engagement: The Matthew Effect in CSR and Sustainable Policy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 339-354, July.
    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. Aminjonova, Gulrukhsor & Khasanova, Dilfuzakhon, 2024. "How Perceived CSR Drives Customer Value Co-Creation in E-Commerce: Examining the Moderating Effect of Gender and the Mediating Effect of Satisfaction," SocArXiv 69cdm_v1, Center for Open Science.
    2. Shu Yang & Yidan Huang & Hsin-Yi Chan & Cheng-Hsueh Yang, 2023. "The Impact of Corporate Social Responsibility Practices on Customer Value Co-Creation and Perception in the Digital Context: A Case Study of Taiwan Bank Industry," Sustainability, MDPI, vol. 15(11), pages 1-13, May.
    3. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    4. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    5. Dziewanowska Katarzyna & Kacprzak Agnieszka, 2023. "The Influence of Engagement in Value Co-Creation on E-Learning Experience and Student Satisfaction: An Empirical Study," Marketing of Scientific and Research Organizations, Sciendo, vol. 48(2), pages 61-80, June.
    6. Trong Tuan Luu, 2019. "CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation," Journal of Business Ethics, Springer, vol. 155(2), pages 379-398, March.
    7. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.
    8. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    9. Hussam Al Halbusi & Pedro Jimenez Estevez & Tan Eleen & T. Ramayah & Md Uzir Hossain Uzir, 2020. "The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries," Sustainability, MDPI, vol. 12(8), pages 1-23, April.
    10. Giuseppe Russo & Andrea Moretta Tartaglione & Ylenia Cavacece, 2019. "Empowering Patients to Co-Create a Sustainable Healthcare Value," Sustainability, MDPI, vol. 11(5), pages 1-20, March.
    11. Wang, Qingtao & Bai, Xuan & Li, Julie Juan, 2023. "Achieving value co-creation through cooperation in international joint ventures: A two-level perspective," International Business Review, Elsevier, vol. 32(1).
    12. Stanislav Avsec & Magdalena Jagiełło-Kowalczyk & Agnieszka Żabicka & Joanna Gil-Mastalerczyk & Agata Gawlak, 2024. "Human-Centered Systems Thinking in Technology-Enhanced Sustainable and Inclusive Architectural Design," Sustainability, MDPI, vol. 16(22), pages 1-45, November.
    13. Gasto Jerome Lyakurwa & Mercy Chepkemoi Chepkwony & Edwin Sabuhoro, 2025. "Community Perceptions on Conservation, Livelihood Vulnerability and Quality of Life Around Tanzania’s Kilimanjaro National Park," Land, MDPI, vol. 14(2), pages 1-23, February.
    14. Georgia Katsifaraki, 2018. "Value creation in the market ecosystem: A Service-Dominant logic perspective," University of Cyprus Working Papers in Economics 14-2018, University of Cyprus Department of Economics.
    15. Matthias Gotsch & Carsten Gandenberger & Luisa Serafimov & Mathias Miemiec, 2023. "Top‐down and bottom‐up strategies for the implementation of corporate social responsibility: A qualitative survey of an international IT services company," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1645-1663, July.
    16. Li, Chia-Ying & Fang, Yu-Hui & Chiang, Yu-Hung, 2023. "Can AI chatbots help retain customers? An integrative perspective using affordance theory and service-domain logic," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    17. F. O. Awuor & P. O. Hayombe & M. A. Ayieko & S. G. Agong, 2015. "Experiential value co-creation: what’s the significance of the co-created value to providers?," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(10), pages 1-9, Octomber.
    18. Bilal Afsar & Basheer Al‐Ghazali & Waheed Umrani, 2020. "Retracted: Corporate social responsibility, work meaningfulness, and employee engagement: The joint moderating effects of incremental moral belief and moral identity centrality," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1264-1278, May.
    19. Hongsheng Zhang & Zhenfeng Cheng & Xin Chen, 2022. "How Destination Social Responsibility Affects Tourist Citizenship Behavior at Cultural Heritage Sites? Mediating Roles of Destination Reputation and Destination Identification," Sustainability, MDPI, vol. 14(11), pages 1-17, June.
    20. Bing Fu & Suhaiza Zailani, 2025. "Factors Influencing Circular Carbon Economy Readiness Among Heavy Industries in China," Sustainability, MDPI, vol. 17(3), pages 1-30, January.

    More about this item

    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:osf:socarx:69cdm. 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: OSF (email available below). General contact details of provider: https://arabixiv.org .

    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.