The online purchase as a context for co-creating experiences. Drivers of and consequences for customer behavior

Bibliographic Data

ID12420541
AuthorsLorena Blasco‐Arcas (0000-0002-7899-6077, Universidad de Zaragoza, corresponding author), Lorena Blasco-Arcas, Blanca Hernández Ortega (0000-0003-0752-3202, Universidad de Zaragoza), Blanca Hernández-Ortega, Julio Jiménez Martínez (0000-0001-7805-3354, Universidad de Zaragoza), Julio Jimenez-Martinez
Year2014
Volume24
Issue3
Pages393-412
Publication date2014-05-13
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-02-2013-0023
OpenAlexW1547851065
LanguageEN
Citations received10
References cited94

Purpose – The purpose of this paper is to elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for customers to co-create their own experiences. Specifically, the paper proposes that including online cues related to Customer to customer (C2C) interactions and coproduction in the engagement platform determines customer co-creation experiences. Moreover, the paper tests for the relationship between the co-creation experience and customer's purchase intentions. Design/methodology/approach – An online platform was designed and a purchase situation was simulated, in which the participants were asked to buy a pair of sneakers. To make the experience more realistic, participants could navigate and undertake activities related to the available cues, thus obtaining a direct experience of the possibilities of the platform. Structural equation modeling analyses were used to test the hypothesized relationships. Findings – The results confirm the importance of including cues related to C2C interactions and coproduction in order to increase co-creation experience possibilities for the customer during the online purchase. Moreover, if customers perceive that they are co-creating the experience, their purchase intentions increase. Practical implications – This paper addresses the importance of virtual engagement platforms as touch points for interaction and the importance of their characteristics for facilitating co-creation. These platforms provide customers with cues that promote their participation, the establishment of collaborative relationships and the co-creation of the purchase experience. Originality/value – There is a growing interest in understanding how customers interact with firms to co-create experiences and in the influence of IT-related service in this process. Nevertheless, to date, the online purchase experience as a co-creation context has not been fully investigated

Business · Co-Creation · Context (archaeology · Coproduction · Customer engagement · Customer Experience · Knowledge management · Originality · Public relations · Social media · Value (mathematics · World Wide Web · Computer Science · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Service and Product Innovation · Social Psychology · Marketing

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