Social co-creation acceptance among females in Saudi Arabia

The present study develops a model to investigate how social influence can motivate customers towards their involvement in social co-creation. It also investigates how customers’ co-creation factors affect their intention to participate in future co-creation. An empirical study was conducted using a...

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Autor principal:	Maryam Muti Altalhi
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	customers’ co-creation experiences saudi arabia social co-creation social influence structural equation modelling Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/6ec2495f84404f609230e8fe005c5e9d
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id	oai:doaj.org-article:6ec2495f84404f609230e8fe005c5e9d
record_format	dspace
spelling	oai:doaj.org-article:6ec2495f84404f609230e8fe005c5e9d2021-12-02T15:59:34ZSocial co-creation acceptance among females in Saudi Arabia2331-197510.1080/23311975.2020.1739489https://doaj.org/article/6ec2495f84404f609230e8fe005c5e9d2020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1739489https://doaj.org/toc/2331-1975The present study develops a model to investigate how social influence can motivate customers towards their involvement in social co-creation. It also investigates how customers’ co-creation factors affect their intention to participate in future co-creation. An empirical study was conducted using an online questionnaire. The data was collected from 632 samples and analysed using a Structural Equation Modelling (SEM) approach. The final model estimates that co-creation factors significantly impact the behavioural intention of social co-creation. Social influence has a positive relationship with all the co-creation experiences factors. Subsequently, social influence affects the behavioural intention of social co-creation indirectly through hedonic value and customer learning value. Results revealed that customers’ co-creation experiences were affected by social influence, co-creation activities, and demographics (family and financial background), showing their future intention to engage in social co-creation.Maryam Muti AltalhiTaylor & Francis Grouparticlecustomers’ co-creation experiencessaudi arabiasocial co-creationsocial influencestructural equation modellingBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	customers’ co-creation experiences saudi arabia social co-creation social influence structural equation modelling Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	customers’ co-creation experiences saudi arabia social co-creation social influence structural equation modelling Business HF5001-6182 Management. Industrial management HD28-70 Maryam Muti Altalhi Social co-creation acceptance among females in Saudi Arabia
description	The present study develops a model to investigate how social influence can motivate customers towards their involvement in social co-creation. It also investigates how customers’ co-creation factors affect their intention to participate in future co-creation. An empirical study was conducted using an online questionnaire. The data was collected from 632 samples and analysed using a Structural Equation Modelling (SEM) approach. The final model estimates that co-creation factors significantly impact the behavioural intention of social co-creation. Social influence has a positive relationship with all the co-creation experiences factors. Subsequently, social influence affects the behavioural intention of social co-creation indirectly through hedonic value and customer learning value. Results revealed that customers’ co-creation experiences were affected by social influence, co-creation activities, and demographics (family and financial background), showing their future intention to engage in social co-creation.
format	article
author	Maryam Muti Altalhi
author_facet	Maryam Muti Altalhi
author_sort	Maryam Muti Altalhi
title	Social co-creation acceptance among females in Saudi Arabia
title_short	Social co-creation acceptance among females in Saudi Arabia
title_full	Social co-creation acceptance among females in Saudi Arabia
title_fullStr	Social co-creation acceptance among females in Saudi Arabia
title_full_unstemmed	Social co-creation acceptance among females in Saudi Arabia
title_sort	social co-creation acceptance among females in saudi arabia
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/6ec2495f84404f609230e8fe005c5e9d
work_keys_str_mv	AT maryammutialtalhi socialcocreationacceptanceamongfemalesinsaudiarabia
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Social co-creation acceptance among females in Saudi Arabia

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