The Role of e-WOM towards Value Co-Creation on Sharing Economy Platform in Indonesia

DOI

10.2991/aebmr.k.220501.076How to use a DOI?

Keywords

electronic word of mouth (e-WOM); value co-creation; ethical perceptions; sharing economy platform

Abstract

The purpose of the research is to examine the effect of electronic Word of Mouth (e-WOM) on value co-creation of ride sharing application users in Indonesia (both directly and indirectly). The method that was used is survey method with the respondents of 201 ride sharing application users (Gen Y). A convenience sampling technique was used with the data that was collected using questionnaires and analyzed using Partial Least Square-Structural Equation Modeling. The results showed that e-WOM had direct and indirect effect on value co-creation through ethical perceptions. This result suggests or imply that it is important for the company to consider ethical aspects and e-WOM marketing strategy to increase value co-creation between user and service provider.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Hidayat Syamsoeyadi
AU  - Miharni Tjokrosaputro
PY  - 2022
DA  - 2022/05/11
TI  - The Role of e-WOM towards Value Co-Creation on Sharing Economy Platform in Indonesia
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 499
EP  - 504
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.076
DO  - 10.2991/aebmr.k.220501.076
ID  - Syamsoeyadi2022
ER  -