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THE EFFECT OF PERCEIVED RISK, ORDER FULFILMENT ON VALUE CO-CREATION BEHAVIOR PT. SHOPEE
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Value co-creation behaviour means consumers do extra activities
which do not benefit themselves during or after consumption of market
offering. Instead, the activities benefit other consumers through activities
such as customer reviews, words of mouth and so on. This study was
conducted to determine the effect of customer fulfilment effect, perceived
risk, volue co-creation behavior by analyzing the most dominant influencing
variables. Drawn from e-comerce setting, order fulfilment has set new
standards of consumers’ shopping behaviour while inherent risks maintain
consumers’ level of awareness when purchasing online. The sample in this
study is 116 Shopee users and data is collected using online survey. Path
analysis is conducted to test the hypothesis. The results show that customer
fulfillment and perceived risk influence customers’ value co-creation
behaviour. The study also identifies the role olf perceived risk as a mediator
for order fulfilment and value co-creation behaviour relationship.
Adiva Fauziyyah Sofyan - Personal Name
Muhammad Iqbal Firdaus - Personal Name
Lis Lesmini - Personal Name
Muhammad Iqbal Firdaus - Personal Name
Lis Lesmini - Personal Name
26225778
NONE
electronic file
English
ITL Trisakti
2021
GROSTLOG 2021
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