AUTHOR=Shi Ying , Zheng Jinjin , Liang Mo 

TITLE=The Influence of Online Social Value Co-creation Activity on Consumer Purchase Intention: An Experimental Study

JOURNAL=Frontiers in Psychology

VOLUME=Volume 13 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.951891

DOI=10.3389/fpsyg.2022.951891

ISSN=1664-1078

ABSTRACT=Drawing from social interaction theory, this study explores the causal effect of social value co-creation on consumer purchase intention through three online experiments. The results show that social value co-creation can stimulate consumer purchase intention. Moreover, consumer-company identification plays a mediating role in linking social value co-creation to purchase intention. In addition, compared to low social norms, high social norms are more likely to weaken the influence of social value co-creation on consumers’ buying intention. The study provides both theoretical and practical implications to research area. Limitation and future research are also discussed.