Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty?
The emergence of E-commerce has brought many advantages, especially in economic development. With the increasing number of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that...
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| Format: | Article |
| Language: | English |
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Fakultas Ekonomi Universitas Sriwijaya
2021-08-01
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| Series: | Sriwijaya International Journal of Dynamic Economics and Business |
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| Online Access: | https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/232 |
| _version_ | 1797278240439533568 |
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| author | Adinda Farhana |
| author_facet | Adinda Farhana |
| author_sort | Adinda Farhana |
| collection | DOAJ |
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The emergence of E-commerce has brought many advantages, especially in economic development. With the increasing number of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that leads to customer loyalty. This study aims to seek the correlation between key constructs in Social Exchange Theory which is satisfaction and trust with value co-creation behaviour. Further, this study also investigates whether the value co-creation behaviour leads to customer's loyalty.The research uses SEM-PLS to examine the model, and the result indicates value co-creation behavior that consists of participation behavior and citizenship behavior influences customer loyalty positively. Hence, the e-commerce platform needs to gain customer trust and satisfaction to enhance customer willingness to value co-creation behavior, leading to customer loyalty.
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| first_indexed | 2024-03-07T16:00:26Z |
| format | Article |
| id | doaj.art-d38ef331eb47468881936ccb6c9b6aeb |
| institution | Directory Open Access Journal |
| issn | 2581-2904 2581-2912 |
| language | English |
| last_indexed | 2024-03-07T16:00:26Z |
| publishDate | 2021-08-01 |
| publisher | Fakultas Ekonomi Universitas Sriwijaya |
| record_format | Article |
| series | Sriwijaya International Journal of Dynamic Economics and Business |
| spelling | doaj.art-d38ef331eb47468881936ccb6c9b6aeb2024-03-04T21:53:39ZengFakultas Ekonomi Universitas SriwijayaSriwijaya International Journal of Dynamic Economics and Business2581-29042581-29122021-08-015210.29259/sijdeb.v1i2.191-206128Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty?Adinda Farhana0Institut Teknologi Bandung The emergence of E-commerce has brought many advantages, especially in economic development. With the increasing number of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that leads to customer loyalty. This study aims to seek the correlation between key constructs in Social Exchange Theory which is satisfaction and trust with value co-creation behaviour. Further, this study also investigates whether the value co-creation behaviour leads to customer's loyalty.The research uses SEM-PLS to examine the model, and the result indicates value co-creation behavior that consists of participation behavior and citizenship behavior influences customer loyalty positively. Hence, the e-commerce platform needs to gain customer trust and satisfaction to enhance customer willingness to value co-creation behavior, leading to customer loyalty. https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/232E-CommerceValue Co-Creation BehaviorSocial Exchange TheoryCustomer Loyalty |
| spellingShingle | Adinda Farhana Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? Sriwijaya International Journal of Dynamic Economics and Business E-Commerce Value Co-Creation Behavior Social Exchange Theory Customer Loyalty |
| title | Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
| title_full | Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
| title_fullStr | Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
| title_full_unstemmed | Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
| title_short | Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
| title_sort | applying social exchange theory to value co creation frame does it leads to customer loyalty |
| topic | E-Commerce Value Co-Creation Behavior Social Exchange Theory Customer Loyalty |
| url | https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/232 |
| work_keys_str_mv | AT adindafarhana applyingsocialexchangetheorytovaluecocreationframedoesitleadstocustomerloyalty |