How Do Value Co-Creation and E-Engagement Enhance E-Commerce Consumer Repurchase Intention?

Charles Jebarajakirthy, Victor Saha, Praveen Goyal, Venkatesh Mani

OAI: oai:igi-global.com:290369 • DOI: 10.4018/JGIM.290369

This study develops an integrated model to investigate how value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commence consumers. Applying the tenets of UTAUT, this study also examines the moderating role of technology adoption in the association between e-engagement and value co-creation in the e-commerce context. Data were collected via 411 surveys completed by e-commerce consumers in India. Data analysis was done using PLS structural equation modelling. Results show that value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commerce consumers, while, technology adoption moderates the association between positively-valanced e-engagement and value co-creation. The findings also reveal that consumption values, such as utilitarian and hedonic values, mediate the effects of value co-creation on repurchase intention among e-commerce consumers.

Global Information Technology Computer Science and Information Technology IT Research and Theory