期刊名称：International Journal of Data and Network Science
印刷版ISSN：2561-8148
电子版ISSN：2561-8156
出版年度：2021
卷号：5
期号：2
页码：97-106
DOI：10.5267/j.ijdns.2021.2.005
出版社：Growing Science
摘要：The aim of this research is to identify the relationship between online sale and customer value co-creation. In addition, to identify the mediating role of E-Satisfaction and E-Trust in the relationship between the online sale and customer value co-creation. This study selected a sample of 364 customers who shopped from the Modanisa website in Jordan, and a structural equation modeling (SEM) approach was applied in this study to suit the nature of the study and to achieve the desired goals. This approach is based on showing the variables' relationship with each other. In this study, the relationship between online sale and customer value co-creation was influenced by E-trust and E-satisfaction. As per the results have indicated the foregoing, the analysis exhibited a favorable relation between them. E-trust impacts online sale and customer value relationship CO-creation, E-satisfaction affects the connection between the customer and online sales value. In addition, this study proves that online transactions contribute to the CO-creation of customer value for Modanisa. The customer value of CO-creation is, however, influenced by online purchases by E-trust and E-satisfaction in the Modanisa site. The findings of the study show that consumers with the higher online sale are far more committed to rising customer value by enhancing E-trust and E-satisfaction.
关键词：Online Sale; Customer Value CO-Creation; E-Satisfaction; E-Trust
