Abstract

The role of consumer in service co-creation is a central topic of service marketing. From consumer perspective, this paper investigates the influence of determinants of social identity and consumer social support to co-creation behaviors. A survey study with SEM analysis of 256 consumers in personal care service shows 11 out of 13 hypotheses empirically supported. The findings reinforce that social identity direclty influence consumer co-creation, and in an indirect way through consumer social support.