JACIII Vol.23 No.2 pp. 253-260
doi: 10.20965/jaciii.2019.p0253


Customer Value Co-Creation Behavior Effects on Online Purchase Intention

Yaqin Liu and Xinxing Luo

Business School, Central South University
Lu Shan Nan Lu 932, Yue Lu District, Changsha, Hunan 410083, China

May 26, 2018
July 19, 2018
March 20, 2019
value co-creation, purchase intention, customer participation behavior, customer citizenship behavior

Prior marketing literature highlights the customer value co-creation behavior on offline business. This paper focuses on investigating the effects of customer value co-creation behavior on the online purchase intention. Further, the hypothesis is tested via adopting the structural equation model method. The research shows that under the online shopping environment, the behaviors of customer participation and citizenship behavior have significant positive impacts on purchase intention and can be the direct antecedents of purchase intention. Compared with customer participation behavior, customer citizenship behavior has greater impacts on purchase intentions. The analysis outcome of the study has remarkable importance on improving the sales of online retailers.

Cite this article as:
Y. Liu and X. Luo, “Customer Value Co-Creation Behavior Effects on Online Purchase Intention,” J. Adv. Comput. Intell. Intell. Inform., Vol.23 No.2, pp. 253-260, 2019.
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