Transformative value co-creation with older customers in e-services: Exploring the influence of customer participation on appreciation of digital affordances and well-being
- Authors
- Zhang, Y.; Su, J.; Guo, H.; Lee, J.Y.; Xiao, Y.; Fu, M.
- Issue Date
- 1-Jul-2022
- Publisher
- Elsevier Ltd
- Keywords
- Appreciating digital affordances; Basic needs satisfaction; Customer participation; Digital skills; Older customers; Transformative value co-creation
- Citation
- Journal of Retailing and Consumer Services, v.67
- Journal Title
- Journal of Retailing and Consumer Services
- Volume
- 67
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/29497
- DOI
- 10.1016/j.jretconser.2022.103022
- ISSN
- 0969-6989
- Abstract
- This study challenges the negative assumption that older customers struggle to adapt to e-service by exploring the positive influence of their participation on transformative value co-creation. A two-phase mixed-methods approach was adopted to develop and validate the research model. The results found that customer participation, including information sharing, responsible behaviors, and in-role feedback, promotes older customers' digital skills and basic needs satisfaction, leading to higher appreciation of digital affordances and well-being. Additionally, online employees’ customer orientation positively moderates the above relationships. This study provides insight for service providers to include older customers in e-services. © 2022 Elsevier Ltd
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