Repurchase Loyalty for Customer Social Co-Creation E-Marketplaces

Purpose Social co-creation refers to the process of using social media as a vehicle to carry out customer co-creation engagements. By allowing many customers to contribute to a specific co-creation initiative, social media makes co-creation platforms more efficient. The purpose of this study was to examine (1) whether usability and information quality, visual appeal and image, interactivity, and web innovativeness, as perceived website quality dimensions, were related to value equity, (2) whether value equity was related to commitment and repurchase loyalty to social co-creation, and (3) the moderating effects of aesthetic appreciation and fashion opinion leadership. Design/methodology/approach The conceptual foundation was based on the Quality-Value-Satisfaction model. Data were collected from U.S. online apparel shoppers (n = 691) using a consumer panel via an online survey. Structural equation modeling was employed to test the proposed model and research hypotheses. Findings Usability and information quality, visual appeal and image, interactivity, and web innovativeness had indirect influences on commitment and repurchase loyalty, mediated by value equity of social co-creation. Originality/value This proposed model may provide useful insights for apparel e-retailers to use in order to differentiate their e-strategies and develop successful social co-creation websites. Furthermore, the proposed strategies will enable apparel e-retailers to fulfil customers’ increasing demand for more interactive and online social shopping experiences that utilize the customer’s own creativity.