Value Co-Creation In E-Commerce Platforms: The Role Of Personality Traits And Trust

Abstract Research background It is important for companies to pay attention to the value of co-creation in order to encourage innovation and the development of new products where the source of ideas for innovation and new products comes from consumers. Participation in value co-creation is voluntary and depends on the consumer’s willingness to be involved, so there needs to be motivation within the consumer to carry out value co-creation. Therefore, it is necessary to understand the consumer’s personality which can encourage co-creation. Purpose This study aims to analyze the factors that influence online value co-creation in e-commerce platforms. This study attempts to examine the value co-creation that occurs online by emphasizing the interaction between consumers. In addition, the researcher examines the role of personality traits on value co-creation. Research methodology The population in this study are consumers aged 16 to more than 40 years who have experience in purchasing products in e-commerce and have given ratings, reviews, or comments on products and services in e-commerce. The Purposive sampling technique was used to select the sample of 152 consumers. PLS-SEM was used as an analytical technique. Results The results reflect that personality traits and beliefs are the driving factors for online co-creation. This study also reveals that trust does not act as a mediator in the influence of personality traits on value co-creation. Conscientiousness is the dominant trait in the influence of personality traits on trust and value co-creation. This study only uses two dimensions of personality traits, namely conscientiousness and agreeableness. Future research should consider using the five dimensions of personality traits. The implication of this research is to enrich knowledge about the factors that influence the occurrence of value co-creation online and it is projected for marketers to provide ease of use features for further co-creation. Novelty This research discusses interactions between consumers in e-commerce as a form of co-creation that has not been widely done.