A STRUCTURAL MODEL OF VALUE CO-CREATION OF THAI CONSUMERS IN E-TAILING BUSINESS
Keywords:
Value Co-Creation, Co-Creation Experience, Willingness to Co-Creation, Customer engagement, e-tailing businessAbstract
The research on a structural model of value co-creation of Thai consumers in e-tailing business has two objectives of 1)developing a structural model of value co-creation of Thai consumers in the e-tailing business and 2) analyzing the effects of factors affecting a structural model of value co-creation of Thai consumers in the e-tailing business. The population were Thai people who used to buy online and visited shopping centers in Bangkok. The self-administered questionnaires were used to collect the data which were analyzed using structural equation modeling techniques. The research results found that only value co-production affected co-creation experience (H1) and willingness to co-creation (H2), and also found that the variables did not have any indirect effects.
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