Co-creation experience in Indonesian mobile commerce: A self-determination theory perspective

Understanding customer co-creation experience in mobile commerce helps business to tailor their offerings, improves engagement, and cultivates long-lasting brand relationships, ultimately leading success the competitive digital marketplace. Anchoring service-dominant logic self-determination theory framework, this study aims investigate customers’ internal stimuli as antecedents of its impact on relationship behavior. An online survey was employed gather data from 499 users Shopee, Tokopedia, Bukalapak, Lazada marketplaces Indonesia. PLS-SEM is used analyze conceptual model. The results reveal that enabling self gratifying positively influence (t-value > 1.645, p-value < 0.001). At same time, no significant effect found between enriching experience. This also confirms role motivating continuance intention E-WOM findings contribute developing validating concept by demonstrating influencing experience, thus suggest importance focus given marketplace managers designing platforms can meet inner needs users. A positive enhance commitment encourage E-WOM. These factors long-term growth an increasingly market.