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

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.