Co-Creation Experience-Based Modeling in E-Commerce Business: Entrepreneur Survival Strategy

摘要

The development of e-commerce has posed challenges and opportunities to women entrepreneurs who deal with e-commerce business, especially those in Small Medium Scale companies. It is important to drive women entrepreneurs for economic development because it improves competitiveness, increases the number of women in labour force (social equality), encourages innovation and widens market coverage. This study aims to evaluate the success of e-commerce business managed by women entrepreneurs by offering experience aspect to consumers through the model of co-creation experience (antecedent and consequence). The study employs verification and descriptive design. It involved 321 participants who bought online products produced by SMEs in market places (BukaLapak.com and Tokopedia.com). By utilizing SEM-Lisrel, the model of this study proves that the level of technologization and the level of connectivity have a strong effect on co-creation experience that can encourage the degree of co-creation and satisfaction as well as behavioral intention. For further research, women entrepreneurs who run e-commerce business must consider how far customer readiness can become an obstacle that can affect intention to repurchase through co-creation which in this study has insignificant effect.