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Co-creation: Interface for Online Affective Experience and Repurchase Intention

Anshu, Kumari and Gaur, Loveleen and Singh, Gurmeet (2021) Co-creation: Interface for Online Affective Experience and Repurchase Intention. International Journal of Business and Economics, 20 (2). pp. 161-185. ISSN 1607-0704

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The study proposes a comprehensive model framework applying co-creation and satisfaction in a moderated mediated mechanism for improving customer Online Repurchase Intention (ORI) via Affective Experiential State (AES). A cross-sectional survey collected data from 542 Indian respondents who do online shopping. Using structural equation modeling the results reveal that mediation effects of Online Shopping Satisfaction (OSS) vary between high and low-level of customer co-creation. Results further reveal that AES is a very influential factor in affecting customers ORI and OSS mediates the effects of AES on customer repurchase intention.

Item Type: Journal Article
Uncontrolled Keywords: Online Customer Experience, Affective Experiential State, Online Repurchase Intention, Online Customer Satisfaction, Co-Creation.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HC Economic History and Conditions
Divisions: School of Business and Management (SBM)
Depositing User: Gurmeet Singh
Date Deposited: 01 Nov 2021 23:51
Last Modified: 01 Nov 2021 23:51

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