| International Journal of Business and Economics Volume 20, No. 2 September, 2021 |
| Co-creation: Interface for Online Affective Experience and Repurchase Intention |
| Kumari Anshu |
| Amity International Business School, Amity University, Noida, India |
| Loveleen Gaur |
| Amity International Business School, Amity University, Noida, India |
| Gurmeet Singh |
| School of Business and Management, The University of the South Pacific, Fiji |
| Rabinder Singh |
| Department of Tourism and Travel Management, Central University of Jammu, Jammu, India |
| Abstract |
| 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. |
| Keywords：Online Customer Experience, Affective Experiential State, Online Repurchase Intention, Online Customer Satisfaction, Co-Creation. |
| JEL Classifications：M31. |
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