Customers’ motives to co-create in smart services interactions

Roy, Sanjit K., Singh, Gaganpreet, Hatton, Corey, Dey, Bidit, Ameen, Nisreen and Kumar, Satish (2022) Customers’ motives to co-create in smart services interactions. Electronic Commerce Research. ISSN 1389-5753 (In Press)

[thumbnail of Customers’ motives to co-create in smart services interactions.pdf] Text
Customers’ motives to co-create in smart services interactions.pdf - Published Version

Download (804kB)


The paper identifies and analyses customers’ motives to co-create when interacting with smart services by integrating the self-determination theory with coordination mechanisms. The study also examines the how and to what extent value co-creation impacts on word-of-mouth and customer-based brand equity. An online questionnaire was employed for empirically validating the research model. The relationships were examined using partial least square path modelling. The findings show that intrinsic and extrinsic motives are significant antecedents of value co-creation. The coordination mechanisms namely, relating and knowing also significantly influence customers’ involvement in the value co-creation process. Results also show that value co-creation mediates the relationship between customers motives (intrinsic and extrinsic) to co-create and consequences. Findings of this study adds to the human–computer interaction literature by strengthening the nomological network of value co-creation when interacting with smart services by proposing a novel model integrating both the antecedents and outcomes of value co-creation. By recognizing how this practice could be motivated, service providers can bolster customer-firm interactions and enable favourable firm level consequences.

Item Type: Article
Keywords: Customer-Based Brand Equity | Motivations | Self-Determination Theory | Value Co-Creation | Word-of-Mouth
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre: Jindal Global Law School
Depositing User: Amees Mohammad
Date Deposited: 02 Jan 2023 05:21
Last Modified: 01 Feb 2023 04:44
Official URL:


Downloads per month over past year

Actions (login required)

View Item
View Item