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Title: Online consumers' satisfaction in self-collection: value co-creation from the service fairness perspective
Authors: Wang, Xeuqin
Yuen, Kum Fai
Teo, Chee-Chong
Wong, Yiik Diew
Keywords: Engineering::Civil engineering
Issue Date: 2021
Source: Wang, X., Yuen, K. F., Teo, C. & Wong, Y. D. (2021). Online consumers' satisfaction in self-collection: value co-creation from the service fairness perspective. International Journal of Electronic Commerce, 25(2), 230-260.
Journal: International Journal of Electronic Commerce
Abstract: E-commerce logistics services are increasingly offering innovative solutions that invite consumers’ co-creation. Although value co-creation empowers consumers, it also connotes a sense of exploitation. This study explores the fairness perspective of co-creating satisfactory logistics services, using self-collection service as an example. A theoretical model based on synthesized insights of Fairness Heuristics and Selective Information Processing was conceptualized and validated. Survey data were collected from 680 actual self-collection users. The findings show a three-pronged service evaluation process with consumers’ fairness perception as a central anchorage. Furthermore, the satisfaction formation process is moderated by consumers’ pre-formed beliefs leading to biased evaluations of co-creation experiences. This study contributes to literature with a contingent framework of consumers’ participation in logistics services, suggesting a heuristic-based process of value co-creation among the consumers. We also create practical insights on consumers’ preformed beliefs toward the logistics services and service providers that lead to a biased satisfaction formation process.
ISSN: 1086-4415
DOI: 10.1080/10864415.2021.1887699
Rights: © 2021 Taylor & Francis Group, LLC. All rights reserved.
Fulltext Permission: none
Fulltext Availability: No Fulltext
Appears in Collections:CEE Journal Articles

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