Author(s)

Fukang Yin, Zhongguo Zhao, Yang Chen and Dan Li

Corresponding Author

Zhongguo Zhao

ABSTRACT

At present, there is little research on brand co-creation in e-commerce. This paper discusses the influence mechanism of service quality on customer brand co-creation behavior based on socio-technical theory and constructs a moderated mediation model. The empirical results show that service quality can directly influence the customer brand co-creation behavior while it can directly influence the customer brand co-creation behavior through the roles of customer relationship quality and loyalty. And female customers will have a stronger willingness to participate after relationship quality is strengthened. Finally, the study discusses the theoretical contribution and puts forward some suggestions for e-commerce enterprises.

KEYWORDS

Service quality, relationship quality, customer loyalty, brand co-creation, gender