Value co-creation through multiple shopping channels: the interconnections with social exclusion and wellbeing

Dennis, Charles and Bourlakis, Michael and Alamanos, Eleftherios and Papagiannidis, Savvas and Brakus, J. Joško (2017) Value co-creation through multiple shopping channels: the interconnections with social exclusion and wellbeing. International Journal of Electronic Commerce, 21 (4). pp. 517-547. ISSN 1086-4415

[img] PDF - Final accepted version (with author's formatting)
Restricted to Repository staff and depositor only until 25 March 2019.

Download (281kB) |


This study examines consumers’ value co-creation via several shopping channels including a traditional out-of-home shopping channel and “smart” channels where consumers use a computer, a mobile phone or social media. It focuses on the effect that value co-creation has on consumers’ shopping behaviour as well as on the perceived contribution of a shopping channel to their wellbeing, with a focus on individuals who perceive themselves as being socially excluded, particularly by mobility disability. The project was carried out in the USA using an online survey (n=1220). Social exclusion has a positive statistically significant effect on respondents’ self-connection with all channels; for many socially excluded respondents the shopping channel has an important role in their lives. Self-connection with the channel has a positive effect on value co-creation and there is a positive relationship between value co-creation and the perceived contribution of the channel on wellbeing. When consumers help other individuals in their decision making they not only create value for the retailer and for other customers but also contribute positively to their own wellbeing. Importantly, for smart shopping channels where consumers use a computer or a mobile phone, the impact of value co-creation on the perceived contribution of these channels to consumer wellbeing are stronger for shoppers with a mobility disability than for those without such a disability.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 21751
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in International Journal of Electronic Commerce on 25/9/17, available online:
Useful Links:
Depositing User: Charles Dennis
Date Deposited: 27 Apr 2017 13:17
Last Modified: 15 Sep 2018 04:49

Actions (login required)

Edit Item Edit Item

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year