Co-creation of customers' extrinsic value through C2C and e-store interaction in an e-commerce setting

Abstract

Customers' perceived value of a product or service is a good predictor of repeated purchasing behaviour. Extrinsic values, especially, are considered direct predictors of intention and actual purchase. This research study is interested in examining whether customer-to-customer (C2C) interaction online co-creates customers' extrinsic values where extrinsic values are defined as perceived service excellence, economic benefit, and convenience. Whereas existing literature identifies extrinsic motivators as antecedents of extrinsic value, this research study presents both e-store and C2C interaction as key antecedents of extrinsic value perceptions of online customers. Extrinsic value perception was found to influence the intention to revisit/repurchase at the e-store.