Does value co-creation matter? Assessing consumer responses in the sharing economy

• Published in: Information technology & people (West Linn, Or.) Vol. 37; no. 3; pp. 1279 - 1304
• Main Authors: Nadeem, Waqar, Salo, Jari
• Format: Journal Article
• Language: English
• Published: West Linn Emerald Publishing Limited 08-04-2024; Emerald Group Publishing Limited
• Subjects: Brand preferences; Brands; Buyers; Climate change; Communications technology; Consumer behavior; Consumers; Customer satisfaction; Customization; Empirical equations; Information technology; Investigations; Panel data; Perceptions; Sharing economy; Social relations; Social responsibility; Stimulus; Value creation; Corporate social responsibility; Sustainable social relationships; Value co-creation; Brand preference; Sharing economy
• ISSN: 0959-3845; 1758-5813
• DOI: 10.1108/ITP-08-2022-0601

PurposeThe sharing economy has evolved as a result of the diffusion of information and communication technology and facilitates collaborative consumption and production otherwise known as value co-creation. The present research aims to explore the consumer responses to value co-creation in sharing economy such as satisfaction, brand preference and enduring buyer–platform relationships, amid consumer's CSR concerns.Design/methodology/approachDrawing on the sharing economy and value co-creation literature and rooted in the stimulus-organism-response framework, an online panel data provider was employed to recruit 393 actual sharing economy consumers from the United States. Empirical analyses are performed using structural equation modeling through Amos, version.27.FindingsFindings confirm that value co-creation intentions contribute to consumers' satisfaction, brand preference and sustainable social relationships in the sharing economy. As expected, heightened concerns of corporate social responsibility (CSR) led to decreased consumer satisfaction with the sharing economy platform.Originality/valueThe study contributes to the digital sharing economy literature by emphasizing the role of CSR perceptions for building long-term relationships (buyer–platform relationships) where value co-creation is crucial.