CUSTOMERS PARTICIPATION AND CONSUMERS ETHICAL PERCEPTION OF SHARING ECONOMY ON WILLINGNESS TO PAY PREMIUM PRICE: ROLE OF VALUE CO-CREATION INTENTIONS AND SOCIAL VALUE CREATION
Purpose –The purpose of this paper is to investigate and examine the roles of value co-creation intentions (VCI) and social value creation (SVC) in mediating the relationship between customer participation (CP) and consumer ethical perception of the sharing economy (CEP) with the willingness to pay premium price (WPP). Design/ methodology/approach - This paper selected 402 consumers who used the sharing economy platform in Indonesia and examined the regression relationship of the five constructs using SEM with AMOS 22.0. Findings –The findings showed that CP and CEP showed important antecedents for SVC and VCI and both have positive effects on WPP. This indicated that VCI and SVC have important roles as mediators in the relationship between CP and CEP with WPP. Originality/value - By examining literature related to customer behaviour, customer ethics, value co-creation, and sharing economy platform, this paper offers a unique analysis of the relation roadmap for customer participation and customer ethics with the willingness to pay premium price.
Value Co-Creation Intentions, Social Value Creation, Customer Participation, Consumer Ethical Perception, Willingness to Pay Premium Price.