Main Article Content


The emergence of E-commerce has brought many advantages, especially in economic development. With the increasing number of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that leads to customer loyalty. This study aims to seek the correlation between key constructs in Social Exchange Theory which is satisfaction and trust with value co-creation behaviour. Further, this study also investigates whether the value co-creation behaviour leads to customer's loyalty.The research uses SEM-PLS to examine the model, and the result indicates value co-creation behavior that consists of participation behavior and citizenship behavior influences customer loyalty positively. Hence, the e-commerce platform needs to gain customer trust and satisfaction to enhance customer willingness to value co-creation behavior, leading to customer loyalty.


E-Commerce Value Co-Creation Behavior Social Exchange Theory Customer Loyalty

Article Details

Author Biography

Adinda Farhana, Institut Teknologi Bandung

Major of Science in Management
How to Cite
Farhana, A. (2021). Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty?. SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS, 5(2), 191–206.