{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,17]],"date-time":"2026-03-17T03:22:58Z","timestamp":1773717778370,"version":"3.50.1"},"reference-count":103,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2014,5,27]],"date-time":"2014-05-27T00:00:00Z","timestamp":1401148800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2014,5,27]]},"abstract":"<jats:sec>\n               <jats:title content-type=\"abstract-heading\">Purpose<\/jats:title>\n               <jats:p> \u2013 The purpose of this paper is to elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for customers to co-create their own experiences. Specifically, the paper proposes that including online cues related to Customer to customer (C2C) interactions and coproduction in the engagement platform determines customer co-creation experiences. Moreover, the paper tests for the relationship between the co-creation experience and customer's purchase intentions. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title>\n               <jats:p> \u2013 An online platform was designed and a purchase situation was simulated, in which the participants were asked to buy a pair of sneakers. To make the experience more realistic, participants could navigate and undertake activities related to the available cues, thus obtaining a direct experience of the possibilities of the platform. Structural equation modeling analyses were used to test the hypothesized relationships. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Findings<\/jats:title>\n               <jats:p> \u2013 The results confirm the importance of including cues related to C2C interactions and coproduction in order to increase co-creation experience possibilities for the customer during the online purchase. Moreover, if customers perceive that they are co-creating the experience, their purchase intentions increase. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title>\n               <jats:p> \u2013 This paper addresses the importance of virtual engagement platforms as touch points for interaction and the importance of their characteristics for facilitating co-creation. These platforms provide customers with cues that promote their participation, the establishment of collaborative relationships and the co-creation of the purchase experience. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title>\n               <jats:p> \u2013 There is a growing interest in understanding how customers interact with firms to co-create experiences and in the influence of IT-related service in this process. Nevertheless, to date, the online purchase experience as a co-creation context has not been fully investigated.<\/jats:p>\n            <\/jats:sec>","DOI":"10.1108\/intr-02-2013-0023","type":"journal-article","created":{"date-parts":[[2014,5,13]],"date-time":"2014-05-13T12:39:55Z","timestamp":1399984795000},"page":"393-412","source":"Crossref","is-referenced-by-count":61,"title":["The online purchase as a context for co-creating experiences. Drivers of and consequences for customer behavior"],"prefix":"10.1108","volume":"24","author":[{"given":"Lorena","family":"Blasco-Arcas","sequence":"first","affiliation":[]},{"given":"Blanca","family":"Hernandez-Ortega","sequence":"additional","affiliation":[]},{"given":"Julio","family":"Jimenez-Martinez","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2021010102575413200_b1","doi-asserted-by":"crossref","unstructured":"Adjei, M.\n               , \n                  Noble, S.\n                and \n                  Noble, C.\n                (2010), \u201cThe influence of C2C communications in online brand communities on customer purchase behavior\u201d, Journal of the Academy of Marketing Science, Vol. 38 No. 5, pp. 634-653.","DOI":"10.1007\/s11747-009-0178-5"},{"key":"key2021010102575413200_b2","doi-asserted-by":"crossref","unstructured":"Aladwani, A.M.\n                and \n                  Palvia, P.C.\n                (2002), \u201cDeveloping and validating an instrument for measuring user-perceived web quality\u201d, Information & Management, Vol. 39 No. 6, pp. 467-476.","DOI":"10.1016\/S0378-7206(01)00113-6"},{"key":"key2021010102575413200_b3","doi-asserted-by":"crossref","unstructured":"Algesheimer, R.\n               , \n                  Dholakia, U.M.\n                and \n                  Herrmann, A.\n                (2005), \u201cThe social influence of brand communities: evidence from European car clubs\u201d, Journal of Marketing, Vol. 59 No. 3, pp. 19-34.","DOI":"10.1509\/jmkg.69.3.19.66363"},{"key":"key2021010102575413200_b4","doi-asserted-by":"crossref","unstructured":"Anderson, J.C.\n                and \n                  Gerbing, D.W.\n                (1988), \u201cStructural equation modelling in practice: a review and recommended two-step approach\u201d, Psychological Bulletin, Vol. 103 No. 3, pp. 411-423.","DOI":"10.1037\/0033-2909.103.3.411"},{"key":"key2021010102575413200_b68","doi-asserted-by":"crossref","unstructured":"Ariely, D.\n                and \n                  Norton, M.I.\n                (2007), \u201cPsychology and experimental economics: a gap in abstraction\u201d, Current Directions in Psychological Science, Vol. 16 No. 6, pp. 336-339.","DOI":"10.1111\/j.1467-8721.2007.00531.x"},{"key":"key2021010102575413200_b5","unstructured":"Arnould, E.\n                and \n                  Zinkhan, G.E.\n                (2002), Consumers, McGraw-Hill, New York, NY."},{"key":"key2021010102575413200_b6","doi-asserted-by":"crossref","unstructured":"Auh, S.\n               , \n                  Bell, S.J.\n               , \n                  McLeod, C.S.\n                and \n                  Shih, E.\n                (2007), \u201cCo-production and customer loyalty in financial services\u201d, Journal of Retailing, Vol. 83 No. 3, pp. 359-370.","DOI":"10.1016\/j.jretai.2007.03.001"},{"key":"key2021010102575413200_b7","unstructured":"Bagozzi, R.P.\n                (1994), \u201cStructural equation models in marketing research: basic principles\u201d, in \n                  Bagozzi, R.P.\n                (Ed.), Principles of Marketing Research, Blackwell, Oxford, pp. 317-385."},{"key":"key2021010102575413200_b8","doi-asserted-by":"crossref","unstructured":"Bagozzi, R.P.\n                and \n                  Yi, P.R.\n                (1988), \u201cOn the evaluation of structural equation models\u201d, Academy of Marketing Science, Vol. 16 No. 1, pp. 74-94.","DOI":"10.1007\/BF02723327"},{"key":"key2021010102575413200_b9","unstructured":"Ballantyne, D.\n                and \n                  Varey, R.J.\n                (2006), \u201cIntroducing dialogical orientation to the service-dominant logic of marketing\u201d, in \n                  Lusch, R.F.\n                and \n                  Vargo, S.L.\n                (Eds), The Service-Dominant Logic of Marketing: Dialog, Debate and Directions, M.E. 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