Customer Value Co-Creation Practices for Community Well-Being in E-Commerce Platform: An Information-Based Perspective

The paper investigates the role of customer value co-creation practices within e-commerce platforms, drawing on service dominant logic, practice theory and institutional work. From the customer view, this study proposes an integrated model in which social expertise, organizational socialization, perceived effectiveness of e-commerce institutional mechanisms, controllability as determinants of, and service climate, value in use, community well-being as outcomes of information-based practices. The survey with data from 335 e-commerce customers analyzed by PLS-SEM reports that all research hypotheses are supported. This paper is among the first to evidently highlight the aggregation of value outcomes at micro-level (i.e. service climate, value in use) for an emergence of a collective outcome at meso-level (i.e. community well-being). In addition, this is also one of the first studies, with e-commerce institutional mechanisms found as a significant moderator of both social expertise-controllability and organizational socialization-controllability relationships, to empirically affirm institution as resource context and to explore the way for resource in context to enhance its ‘resourceness’. Finally, the study contributes to service research by identifying all three of information-based value co-creation practices that enable well-being co-creation in service ecosystems.