Affiliations 

  • 1 Department of Management and Humanities, Universiti Teknologi PETRONAS, Seri Iskandar, Malaysia
  • 2 Department of Humanities, COMSATS University Islamabad, Islamabad, Pakistan
  • 3 Department of Fundamental and Applied Sciences, Universiti Teknologi PETRONAS, Seri Iskandar, Malaysia
  • 4 Faculty of Information and Communication Technology, Universiti Tunku Abdul Rahman, Kampar, Malaysia
Front Psychol, 2020;11:591753.
PMID: 33613353 DOI: 10.3389/fpsyg.2020.591753

Abstract

The increasing interest in online shopping in recent years has increased the importance of understanding customer engagement valence (CEV) in a virtual service network. There is yet a comprehensive explanation of the CEV concept, particularly its impact on multi-actor networks such as web stores. Therefore, this study aims to fill this research gap. In this study, past literature in the marketing and consumer psychology field was critically reviewed to understand the concept of CEV in online shopping, and the propositional-based style was employed to conceptualize the CEV within the online shopping (web stores) context. The outcomes demonstrate that the valence of customer engagement is dependent on the cognitive interpretation of signals that are prompted by multiple actors on a web store service network. If the signals are positively interpreted, positive outcomes such as service co-creation are expected, but if they are negatively interpreted, negative outcomes such as service co-destruction are predicted. These notions create avenues for future empirical research and practical implications.

* Title and MeSH Headings from MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine.