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The concept of co-creation or value creation has been the subject of several research studies. While the concept of co-creation seems recent, Badot and Cova (1995) have developed it a while ago, in the early 1990s. Despite the thorough discussions about the strategic consequences of the concept of co-creation of value, the cognitive, affective and conative mechanisms of the motivating factors for co-creation still lack investigations. To remedy that omission in literature, we propose in this study to determine the motivating factors that involve the consumer in a co-creation activity focusing on its impact, loyalty and customer retention. Thus, our research introduced a new relationship of U & G approach to the concept of the joint value creation, which, to our knowledge, has never been the subject of empirical or theoretical study. A questionnaire was developed and distributed via Google Drive to the consumers and users of our chnia tarbijtek -"what's your nickname"-study produced by Coca-Cola proposed application. 360 questionnaires were completed and a structural equation (SEM) with AMOS was used to test the hypothesis. The results show that the social and personal integration affects the online co-creation positively, while learning gives the opposite result. Co-creation affects the strength of the relationship, trust and the satisfaction of both customers and consumers positively as well. The final product shows that loyalty is to a further extent linked to the strength of the relationship between the producer and the consumer.

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