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In addition, the paper examines users' prosumer ability into consideration.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The research model based on stimulus-organism-response (S-O-R) paradigm is developed to observe users' participation in value co-creation activities. In total, 318 valid responses were collected from a survey. Structural equation modeling was used to examine the model and Statistical Package for the Social Sciences (SPSS) PROCESS macro (Model 58) by Hayes was applied to investigate the moderating effect of prosumer ability in mediation paths.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>It is observed that co-creation intention is determined by user-learning value, social-integrative value and hedonic value, which are influenced by PPCQ and PIQ. Besides, uses' prosumer ability moderates the indirect effects of PPCQ and PIQ on co-creation intentions through co-creation experiences.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>The paper provides a prosumption perspective to explain users' co-creation intentions in social commerce and proposes the importance of user-learning, social-integrative and hedonic values in determining co-creation intentions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>Social commerce platforms can encourage prosumption activities and cultivate multi-level prosumers to achieve a win\u2013win situation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Little prior research has explicitly examined how and why users participate in value co-creation activities in social commerce from prosumption perspective. The current paper seeks to fill this gap and open new avenues for other value co-creation researchers.<\/jats:p><\/jats:sec>","DOI":"10.1108\/k-07-2021-0556","type":"journal-article","created":{"date-parts":[[2021,12,17]],"date-time":"2021-12-17T08:58:40Z","timestamp":1639731520000},"page":"1223-1244","source":"Crossref","is-referenced-by-count":13,"title":["How users' perceived prosumption activities influence co-creation experiences and co-creation intentions?"],"prefix":"10.1108","volume":"52","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1019-5481","authenticated-orcid":false,"given":"Lei","family":"Shen","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3392-240X","authenticated-orcid":false,"given":"Yuhong","family":"Zhu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Chenglong","family":"Li","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9043-4811","authenticated-orcid":false,"given":"Syed Hamad Hassan","family":"Shah","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2021,12,7]]},"reference":[{"issue":"4","key":"key2023032417265636500_ref001","doi-asserted-by":"publisher","first-page":"71","DOI":"10.2753\/MIS0742-1222270403","article-title":"Information quality in Wikipedia: the effects of group composition and task conflict","volume":"27","year":"2011","journal-title":"Journal of Management Information Systems"},{"issue":"2","key":"key2023032417265636500_ref002","doi-asserted-by":"publisher","first-page":"5","DOI":"10.12821\/ijispm050201","article-title":"An extension of the technology acceptance model for business intelligence systems: project management maturity perspective","volume":"5","year":"2017","journal-title":"International Journal of Information Systems and Project Management"},{"issue":"10","key":"key2023032417265636500_ref003","doi-asserted-by":"publisher","first-page":"1","DOI":"10.3390\/su12104315","article-title":"m-Banking quality and bank reputation","volume":"12","year":"2020","journal-title":"Sustainability"},{"issue":"3","key":"key2023032417265636500_ref004","doi-asserted-by":"publisher","first-page":"12","DOI":"10.4067\/S0718-18762013000300003","article-title":"From e-commerce to social commerce: a framework to guide enabling cloud computing","volume":"8","year":"2013","journal-title":"Journal of Theoretical and Applied Electronic Commerce Research"},{"issue":"3","key":"key2023032417265636500_ref005","doi-asserted-by":"publisher","first-page":"375","DOI":"10.1177\/002224378101800312","article-title":"Evaluating structural equation models with unobservable variables and measurement error: a comment","volume":"18","year":"1981","journal-title":"Journal of Marketing Research"},{"issue":"6","key":"key2023032417265636500_ref006","doi-asserted-by":"publisher","first-page":"1173","DOI":"10.1037\/0022-3514.51.6.1173","article-title":"The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations","volume":"51","year":"1986","journal-title":"Journal of Personality and Social Psychology"},{"issue":"1","key":"key2023032417265636500_ref007","doi-asserted-by":"publisher","first-page":"164","DOI":"10.1016\/j.indmarman.2013.08.008","article-title":"Antecedents and consequences of the quality of e-customer-to-customer interactions in b2b brand communities","volume":"43","year":"2014","journal-title":"Industrial Marketing Management"},{"issue":"22","key":"key2023032417265636500_ref008","doi-asserted-by":"publisher","first-page":"1","DOI":"10.3390\/ijerph17228497","article-title":"Sustainable value co-creation in the virtual community: how diversified co-creation experience affects co-creation intention","volume":"17","year":"2020","journal-title":"International Journal of Environmental Research and Public Health"},{"key":"key2023032417265636500_ref009","doi-asserted-by":"publisher","first-page":"456","DOI":"10.1109\/ICSSSM.2013.6602524","article-title":"Does customer participation improve service quality? 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