Value co-creation and purchase intention in social network sites : the role of electronic Word-of-Mouth and trust : a theoretical analysis

Wing Kuen, Eric SEE-TO, K. W., Kevin HO

Research output: Journal PublicationsJournal Article (refereed)

206 Citations (Scopus)


This study uses the theories in trust and value co-creation to analyze how electronic Word-of-Mouth (eWOM) affects purchase intention in social network sites (SNSs). In particular, we develop a theoretical model by blending cutting-edge research in consumers' trust, value co-creation, and eWOM to study how these factors interact with each other through a systematic review. From the theoretical analysis, we note that eWOM has a direct impact on purchase intention, and has an indirect impact on purchase intention which is moderated by consumers' trust on the underlying product. eWOM also has an impact on value co-creation, and value co-creation has an effect on purchase intention. Consumers' trust on a product has an impact on value co-creation, and the message source in the SNSs moderates the impacts of eWOM on consumers' trust on a product, value co-creation, and purchase intention. This study provides a theoretical ground for future empirical research into issues related to the inter-relationship between value co-creation and eWOM within the SNS context. Practitioners can also develop a deeper understanding on developing SNS-based customer relationship management strategy from this work. © 2013 Elsevier Ltd. All rights reserved.
Original languageEnglish
Pages (from-to)182-189
Number of pages8
JournalComputers in Human Behavior
Early online date2 Nov 2013
Publication statusPublished - Feb 2014
Externally publishedYes


Bibliographical note

Corrigendum to this article was published in December 2015, Computers in Human Behavior, 53, 627, 10.1016/j.chb.2015.05.003


  • Electronic Word-of-Mouth (eWOM)
  • Purchase intention
  • Social media
  • Social network sites (SNSs)
  • Trust
  • Value co-creation

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