Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

Abstract

The increasing interest in online shopping in recent years has increased the importance of understanding customer engagement valence (CEV) in a virtual service network. There is yet a comprehensive explanation of the CEV concept, particularly its impact on multi-actor networks such as web stores. Therefore, this study aims to fill this research gap. In this study, past literature in the marketing and consumer psychology field was critically reviewed to understand the concept of CEV in online shopping, and the propositional-based style was employed to conceptualize the CEV within the online shopping (web stores) context. The outcomes demonstrate that the valence of customer engagement is dependent on the cognitive interpretation of signals that are prompted by multiple actors on a web store service network. If the signals are positively interpreted, positive outcomes such as service co-creation are expected, but if they are negatively interpreted, negative outcomes such as service co-destruction are predicted. These notions create avenues for future empirical research and practical implications.

Value creation or value destruction: Conceptualizing the experiential nature of value‐in‐use

“…Furthermore, taking a holistic approach is important for the case of E‐beauty firms to consider the individual preferences of their customers. Marketers need to understand the experiential nature of value (Ranjan & Read, 2016), where every customer possesses different behavior at different point‐in‐time (Siddique et al, 2021). Moreover, different experiences of customers produce different outcomes, so the generalizability of value is not important anymore.…”

Service Marketing in Online Shopping Platform: Psychological and Behavioral Dimensions

“…The results of Shu-Hao Chang et al ( 2016 ) initially proved that the individual values of consumers would influence the effects of consumer loyalty, which the perceived services would also be different according to different values. Blasco-Arcas et al ( 2014 ) claimed that the online cues related to customer to customer (C2C) interactions and coproduction in the engagement platform determine the customer co-creation experiences (Razmus, 2021 ; Siddique et al, 2021 ). For example, if the customers perceive that they are co-creating the experience, their purchase intentions increase (Razmus, 2021 ; Siddique et al, 2021 ).…”

“…Blasco-Arcas et al ( 2014 ) claimed that the online cues related to customer to customer (C2C) interactions and coproduction in the engagement platform determine the customer co-creation experiences (Razmus, 2021 ; Siddique et al, 2021 ). For example, if the customers perceive that they are co-creating the experience, their purchase intentions increase (Razmus, 2021 ; Siddique et al, 2021 ).…”

Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value

“…The customers are demanding something more than a traditional ad that engages their attention, gauges their emotional captivity, and involves them in the information about their brands of interest on social-media ads ( Willemsen et al, 2018 ). The role of customers has changed from passive recipients of the value to active co-creators of the value ( Siddique et al, 2021 ; Smith et al, 2021 ). Brands can only succeed by providing a platform where customers can share their opinions and feedback about brand offerings and encourage users to create, share, and like similar interactive brand content with other users ( Chwialkowska, 2019 ).…”