How users' perceived prosumption activities influence co-creation experiences and co-creation intentions?

Purpose The paper aims to explore how perceived prosumer content quality (PPCQ) and perceived interaction quality (PIQ) improve users' co-creation experiences and subsequently influence their co-creation intentions in the future. In addition, the paper examines users' prosumer ability into consideration. Design/methodology/approach The research model based on stimulus-organism-response (S-O-R) paradigm is developed to observe users' participation in value co-creation activities. In total, 318 valid responses were collected from a survey. Structural equation modeling was used to examine the model and Statistical Package for the Social Sciences (SPSS) PROCESS macro (Model 58) by Hayes was applied to investigate the moderating effect of prosumer ability in mediation paths. Findings It is observed that co-creation intention is determined by user-learning value, social-integrative value and hedonic value, which are influenced by PPCQ and PIQ. Besides, uses' prosumer ability moderates the indirect effects of PPCQ and PIQ on co-creation intentions through co-creation experiences. Research limitations/implications The paper provides a prosumption perspective to explain users' co-creation intentions in social commerce and proposes the importance of user-learning, social-integrative and hedonic values in determining co-creation intentions. Practical implications Social commerce platforms can encourage prosumption activities and cultivate multi-level prosumers to achieve a win-win situation. Originality/value Little prior research has explicitly examined how and why users participate in value co-creation activities in social commerce from prosumption perspective. The current paper seeks to fill this gap and open new avenues for other value co-creation researchers.