The concept of co-creation or value creation has been the subject of several research\nstudies. While the concept of co-creation seems recent, Badot and Cova (1995) have\ndeveloped it a while ago, in the early 1990s. Despite the thorough discussions about the\nstrategic consequences of the concept of co-creation of value, the cognitive, affective and\nconative mechanisms of the motivating factors for co-creation still lack investigations. To\nremedy that omission in literature, we propose in this study to determine the motivating\nfactors that involve the consumer in a co-creation activity focusing on its impact, loyalty and\ncustomer retention. Thus, our research introduced a new relationship of U & G approach to\nthe concept of the joint value creation, which, to our knowledge, has never been the subject\nof empirical or theoretical study. A questionnaire was developed and distributed via Google\nDrive to the consumers and users of our chnia tarbijtek -ââ?¬Å?whatââ?¬â?¢s your nicknameââ?¬Â- study\nproduced by Coca- Cola proposed application. 360 questionnaires were completed and a\nstructural equation (SEM) with AMOS was used to test the hypothesis. The results show that\nthe social and personal integration affects the online co-creation positively, while learning\ngives the opposite result. Co-creation affects the strength of the relationship, trust and the\nsatisfaction of both customers and consumers positively as well. The final product shows\nthat loyalty is to a further extent linked to the strength of the relationship between the\nproducer and the consumer.
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