Issue Date
2024
Abstract
This study introduces the concept of online co-creation as a probable resource-sharing strategy, which recognizes the evolving role of customers in the value chain. These customers provide valuable information that enhances knowledge and capabilities in the organization’s processes. Despite the growing interest in value co-creation in recent years, much remains to be explored on how it manifests in industry-specific and cultural contexts, specifically in the Philippine confectionery industry, which constitutes a significant sector that drives the foodservice industry in the country. The study tests a developed conceptual model that involves value co-creation and its influence on purchase intention; importantly, this relationship is tested altogether with the direct and indirect effects of brand connection, and experiential value (extrinsic and intrinsic). Through a quantitative methodology, a total of 294 responses were collected and analyzed using the partial least squares – structural equation modeling (PLS-SEM) technique. Results showed that co-creation influences an increased willingness of the customers to purchase, and this influence was partially mediated by 1) extrinsic experiential value, i.e., the pragmatic aspects of the product; and 2) brand connection as formed through relational links and online communities. Overall, the findings can be used by the confectionery foodservice businesses to leverage customer experiences to effectively design their value co-creation strategies.
Source or Periodical Title
UP Los Baños Journal
Volume
22
Issue
3
Page
1-32
Document Type
Article
College
College of Engineering and Agro-Industrial Technology (CEAT)
Recommended Citation
Sava, Maria Mickaela Joyce C.; Isip, Marc Immanuel G.; and Eusebio, Maria Liezel C., "Value co-creation through digital channels influencing purchase intention in confectionery food service businesses" (2024). Journal Article. 6309.
https://www.ukdr.uplb.edu.ph/journal-articles/6309