Skip to main content

Research Repository

Advanced Search

Service co-creation in social media: An extension of the theory of planned behavior

Cheung, Millissa; To, W. M.


W. M. To


Social media have become a major channel through which consumers interact with firms and other consumers. This paper examines the factors that drive consumers to co-create in social media and proposes a theoretical model that extends the theory of planned behavior to include perceived usefulness as a key antecedent of consumer attitudes toward co-creation in social media. The model was tested using responses from 743 Chinese consumers. Results of structural equation modeling confirmed that perceived usefulness was an antecedent of consumer attitudes toward co-creation in social media. The relationship between perceived usefulness and customer attitudes toward co-creation was moderated by the level of consumer involvement, and that relationship was found to be more salient for a high rather than a low level of consumer involvement. Practical and theoretical implications are given.

Journal Article Type Article
Acceptance Date Aug 24, 2016
Online Publication Date Aug 30, 2016
Publication Date 2016-12
Deposit Date Feb 7, 2023
Journal Computers in Human Behavior
Print ISSN 0747-5632
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 65
Pages 260-266
Keywords Co-creation, Social media, Theory of planned behavior, Perceived usefulness, Consumer involvement with social media