Social co-creation acceptance among females in Saudi Arabia

The present study develops a model to investigate how social influence can motivate customers towards their involvement in social co-creation. It also investigates how customers' co-creation factors affect their intention to participate in future co-creation. An empirical study was conducted using an online questionnaire. The data was collected from 632 samples and analysed using a Structural Equation Modelling (SEM) approach. The final model estimates that co-creation factors significantly impact the behavioural intention of social co-creation. Social influence has a positive relationship with all the co-creation experiences factors. Subsequently, social influence affects the behavioural intention of social co-creation indirectly through hedonic value and customer learning value. Results revealed that customers' co-creation experiences were affected by social influence, co-creation activities, and demographics (family and financial background), showing their future intention to engage in social co-creation.