VALUE RESONATING IN INDONESIA FINTECH SERVICES: A PERSPECTIVE IN THEORY VALUE-CO-CREATION
Investigating various digital wallet platforms has attracted much attention from economic, marketing, and information technology studies. They generally focused on how consumers adopt new technology in digital payments. The digital wallet has become a part of daily life, and the rapid increase in their use marks this phenomenon. A deeper study in the context of value creation is expected to clarify the pattern of company interaction with consumers in the service ecosystem. The interaction between parties is expected to create value to be resonated with consumers, thereby increasing the growth of digital wallet users. Therefore, this study aimed to describe the effect of values in use and interaction between parties, which will promote responsiveness and develop new conceptual models based on the theory of value creation. The unit of analysis involved was the merchant, while the objects of observation are individuals who use the digital wallet in daily business transactions. The current study adopted a non-probability sampling approach with a snowball sampling technique to collect data from 400 respondents. The chosen analysis technique was Structural Equation Modeling (SEM) analysis. The result showed that perceived value-in-use, actors' engagement, and responsiveness attitude directly affect value-resonating. The generation gap in technology did not moderate the relationship between responsiveness attitude and value-resonating. The result indicates that most respondents find digital wallet technology relatively easy to use
Value Resonance, Perceived Value in Use, Actors' Engagement, Responsiveness, Value Co-Creation