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The hypotheses were tested using data collected from 250 experienced online consumers of Starbucks. The results showed that consumers are most willing to co-create when they benefit from the process of doing so and as a way of sharing their experience with others. Notwithstanding, they are very much concerned about how companies use their personal information.<\/p>","DOI":"10.4018\/ijebr.2020040102","type":"journal-article","created":{"date-parts":[[2020,2,14]],"date-time":"2020-02-14T11:38:31Z","timestamp":1581680311000},"page":"17-31","source":"Crossref","is-referenced-by-count":1,"title":["Co-Creation and the Factors That Influence a Consumer's Willingness to Co-Create Value"],"prefix":"10.4018","volume":"16","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8520-9986","authenticated-orcid":true,"given":"Portia Opoku","family":"Boadi","sequence":"first","affiliation":[{"name":"Jiangxi University of Science and Technology, Ganzhou, China"}]},{"given":"Yijun","family":"Liu","sequence":"additional","affiliation":[{"name":"Jiangxi University of Science and Technology, Ganzhou, China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3005-8954","authenticated-orcid":true,"given":"Ama Foriwaa","family":"Karikari","sequence":"additional","affiliation":[{"name":"Valley View University, Oyibi, Ghana"}]},{"given":"Andrew Adjah","family":"Sai","sequence":"additional","affiliation":[{"name":"Estonian Business School, Tallinn, Estonia"}]}],"member":"2432","reference":[{"key":"IJEBR.2020040102-0","article-title":"Multiple regression: Testing and interpreting interactions","author":"L. 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