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How Do Value Co-Creation and E-Engagement Enhance E-Commerce Consumer Repurchase Intention?: An Empirical Analysis

How Do Value Co-Creation and E-Engagement Enhance E-Commerce Consumer Repurchase Intention?: An Empirical Analysis

Charles Jebarajakirthy, Victor Saha, Praveen Goyal, Venkatesh Mani
Copyright: © 2022 |Volume: 30 |Issue: 5 |Pages: 23
ISSN: 1062-7375|EISSN: 1533-7995|EISBN13: 9781668445792|DOI: 10.4018/JGIM.290369
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MLA

Jebarajakirthy, Charles, et al. "How Do Value Co-Creation and E-Engagement Enhance E-Commerce Consumer Repurchase Intention?: An Empirical Analysis." JGIM vol.30, no.5 2022: pp.1-23. http://doi.org/10.4018/JGIM.290369

APA

Jebarajakirthy, C., Saha, V., Goyal, P., & Mani, V. (2022). How Do Value Co-Creation and E-Engagement Enhance E-Commerce Consumer Repurchase Intention?: An Empirical Analysis. Journal of Global Information Management (JGIM), 30(5), 1-23. http://doi.org/10.4018/JGIM.290369

Chicago

Jebarajakirthy, Charles, et al. "How Do Value Co-Creation and E-Engagement Enhance E-Commerce Consumer Repurchase Intention?: An Empirical Analysis," Journal of Global Information Management (JGIM) 30, no.5: 1-23. http://doi.org/10.4018/JGIM.290369

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Abstract

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.