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Transformative value co-creation with older customers in e-services: Exploring the influence of customer participation on appreciation of digital affordances and well-being

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Listed:
  • Zhang, Yu
  • Su, Jiafu
  • Guo, Honggui
  • Lee, Jeoung Yul
  • Xiao, Yan
  • Fu, Mingqiu

Abstract

This study challenges the negative assumption that older customers struggle to adapt to e-service by exploring the positive influence of their participation on transformative value co-creation. A two-phase mixed-methods approach was adopted to develop and validate the research model. The results found that customer participation, including information sharing, responsible behaviors, and in-role feedback, promotes older customers' digital skills and basic needs satisfaction, leading to higher appreciation of digital affordances and well-being. Additionally, online employees’ customer orientation positively moderates the above relationships. This study provides insight for service providers to include older customers in e-services.

Suggested Citation

  • Zhang, Yu & Su, Jiafu & Guo, Honggui & Lee, Jeoung Yul & Xiao, Yan & Fu, Mingqiu, 2022. "Transformative value co-creation with older customers in e-services: Exploring the influence of customer participation on appreciation of digital affordances and well-being," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    • Handle: RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922001151
    DOI: 10.1016/j.jretconser.2022.103022
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    Cited by:

    1. Paolo Franco, 2023. "Older consumers and technology: A critical systematic literature review," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 92-121, June.

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