Customer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)

Value co-creation as a social process involves the interactions and dialogues between stakeholders. As such, the social ties that stakeholders develop have the propensity to influence their level of interaction in a co-creation activity. In this study, we examine the effect of social ties on consume...

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Autores principales:	Christian Narh Opata, Wen Xiao, Angela Abena Nusenu, Stephen Tetteh, Emmanuel Sackitey Opata
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	social ties willingness interaction co-creation Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/d85643ebec7e45f7a2c9cdc31cedb734
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spelling	oai:doaj.org-article:d85643ebec7e45f7a2c9cdc31cedb7342021-12-02T16:09:29ZCustomer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)2331-197510.1080/23311975.2019.1573868https://doaj.org/article/d85643ebec7e45f7a2c9cdc31cedb7342019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1573868https://doaj.org/toc/2331-1975Value co-creation as a social process involves the interactions and dialogues between stakeholders. As such, the social ties that stakeholders develop have the propensity to influence their level of interaction in a co-creation activity. In this study, we examine the effect of social ties on consumer’s level of interaction and looked at how it moderates on consumers’ willingness to engage in interaction leading to co-creation. Data was collected from 535 automobile owners in Ghana through a self-administered questionnaire. The data was analyzed using structural equation model in AMOS and statistical tool package. The test results on consumers’ willingness and level of interaction, willingness and co-creation, social ties and level of interaction, social ties and co-creation, interaction and co-creation are significant. On the moderating effect of social ties on willingness, the result shows that social ties strengthen the positive relationship between willingness and interaction. We propose that organizations should manage social ties they develop with their customers effectively so as not to impact negatively on their willingness to engage in co-creation interactions.Christian Narh OpataWen XiaoAngela Abena NusenuStephen TettehEmmanuel Sackitey OpataTaylor & Francis Grouparticlesocial tieswillingnessinteractionco-creationBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	social ties willingness interaction co-creation Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	social ties willingness interaction co-creation Business HF5001-6182 Management. Industrial management HD28-70 Christian Narh Opata Wen Xiao Angela Abena Nusenu Stephen Tetteh Emmanuel Sackitey Opata Customer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)
description	Value co-creation as a social process involves the interactions and dialogues between stakeholders. As such, the social ties that stakeholders develop have the propensity to influence their level of interaction in a co-creation activity. In this study, we examine the effect of social ties on consumer’s level of interaction and looked at how it moderates on consumers’ willingness to engage in interaction leading to co-creation. Data was collected from 535 automobile owners in Ghana through a self-administered questionnaire. The data was analyzed using structural equation model in AMOS and statistical tool package. The test results on consumers’ willingness and level of interaction, willingness and co-creation, social ties and level of interaction, social ties and co-creation, interaction and co-creation are significant. On the moderating effect of social ties on willingness, the result shows that social ties strengthen the positive relationship between willingness and interaction. We propose that organizations should manage social ties they develop with their customers effectively so as not to impact negatively on their willingness to engage in co-creation interactions.
format	article
author	Christian Narh Opata Wen Xiao Angela Abena Nusenu Stephen Tetteh Emmanuel Sackitey Opata
author_facet	Christian Narh Opata Wen Xiao Angela Abena Nusenu Stephen Tetteh Emmanuel Sackitey Opata
author_sort	Christian Narh Opata
title	Customer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)
title_short	Customer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)
title_full	Customer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)
title_fullStr	Customer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)
title_full_unstemmed	Customer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)
title_sort	customer willingness to participate in value co-creation: the moderating effect of social ties (empirical study of automobile customers in ghana)
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/d85643ebec7e45f7a2c9cdc31cedb734
work_keys_str_mv	AT christiannarhopata customerwillingnesstoparticipateinvaluecocreationthemoderatingeffectofsocialtiesempiricalstudyofautomobilecustomersinghana AT wenxiao customerwillingnesstoparticipateinvaluecocreationthemoderatingeffectofsocialtiesempiricalstudyofautomobilecustomersinghana AT angelaabenanusenu customerwillingnesstoparticipateinvaluecocreationthemoderatingeffectofsocialtiesempiricalstudyofautomobilecustomersinghana AT stephentetteh customerwillingnesstoparticipateinvaluecocreationthemoderatingeffectofsocialtiesempiricalstudyofautomobilecustomersinghana AT emmanuelsackiteyopata customerwillingnesstoparticipateinvaluecocreationthemoderatingeffectofsocialtiesempiricalstudyofautomobilecustomersinghana
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Customer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)

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