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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.
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Article Details
Issue: Vol 18 No 4 (2015)
Page No.: 64-72
Published: Dec 30, 2015
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v18i4.971
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Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
How to Cite
Trinh, T., & Nguyen, T. (2015). Social resources of consumer co-creation. Science and Technology Development Journal, 18(4), 64-72. https://doi.org/https://doi.org/10.32508/stdj.v18i4.971
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