Co-Creative Service Innovation on Social Media: An Empirical Study in an International Coffee Cafe Chain in Indonesia

  • Siti Rahayu Management Department, Universitas Surabaya
  • Eva Emilia Tan Management Department, Universitas Surabaya
  • Adi Prasetyo Tedjakusuma Management Department, Universitas Surabaya
Abstract Views: 135 times
PDF Downloads: 123 times
Keywords: Co-creation service innovation, Intention to create, Adoption intention


Purpose: This study aims to determine and analyze the effect of consumer innovativeness and attitude toward CCSI on social media, subjective norms, and perceived behavior control on intention to co-create and adoption intention. The object of this study is an international coffee café chain in Indonesia.

Method: This study uses primary data sources by distributing questionnaires online. There are 150 questionnaires used in the data processing. Research data was processed using SEM (Structural Equation Modeling) with IBM SPSS Statistic software and AMOS 22.

Result: The results show that 6 hypotheses are supported and 1 hypothesis is not supported. Consumer innovativeness, subjective norms, and perceived behavior control affect the intention to co-create. Consumer innovativeness, perceived behavioral control, and intention to co-create affect adoption intention. Hypothesis 3: the effect of attitude toward CCSI on social media on intention to co-create is not supported.


Download data is not yet available.


Aal, K., Di Pietro, L., Edvardsson, B., Renzi, M. F., & Guglielmetti Mugion, R. (2016). Innovation in Service Ecosystems. In Journal of Service Management (Vol. 27, Issue 4).

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes. Vol. 50 No. 2, pp. 179-211.

Bitner, M. J., & Brown, S. W. (2008). The service imperative. Business Horizons, 51(1), 39–46.

Bruner, G. C., & Kumar, A. (2007). Gadget lovers. Journal of the Academy of Marketing Science, 35(3), 329–339.

Fishbein, M., & Middlestadt, S. (1995). Noncognitive Effects on Attitude Formation and Change: Fact or Artifact? Journal of Consumer Psychology, 4(2), 181–202.

Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209–221.

Handrich, M., & Heidenreich, S. (2013). The willingness of a customer to co-create innovative, technology-based services: Conceptualisation and measurement. International Journal of Innovation Management, 17(4).

Kaur, P. (2016). Underpinnings of User Participation in Service Provider–Hosted Online Communities. Service Science, 8(3), 249–262.

Kim, E., Ham, S., Yang, I. S., & Choi, J. G. (2013). The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management, 35, 203–213.

Kraus, S. J. (1995). Attitudes and the Prediction of Behavior: A Meta-Analysis of the Empirical Literature. Personality and Social Psychology Bulletin, 21(1), 58–75.

Lee, D., Moon, J., Kim, Y. J., & Yi, M. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information and Management, 52(3), 295–304.

Lee, H., & Suh, Y. (2016). Who creates value in a user innovation community? A case study of Online Information Review, 40(2), 170–186.

Lee, K. (2016). Travel and IT are the immediate issues for strategic hospitality management. International Journal of Contemporary Hospitality Management.

Maglio, P. P., & Spohrer, J. (2008). Fundamentals of service science. Journal of the Academy of Marketing Science, 36(1), 18–20.

Moreau, C. P., Lehmann, D. R., & Markman, A. B. (2001). Entrenched knowledge structures and consumer response to new products. Journal of Marketing Research, 38(1), 14–29.

Nambisan, S. (2002). Designing Virtual Customer Environments for New Product Development: Toward a Theory. Academy of Management Review, 27(3), 392–413.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14.

Sarmah, B., Kamboj, S. and Rahman, Z. (2017), Co-creation in hotel service innovation using smart phone apps: an empirical study, International Journal of Contemporary Hospitality Management, 29(10), 2647-2667.

Sarmah, B., Kamboj, S., & Kandampully, J. (2018). Social media and co-creative service innovation: an empirical study. Online Information Review, 42(7), 1146–1179.

Sholahuddin, Setyawan, A. A., & Trisnawati, R. (2017). Pengaruh Karakteristik Inovasi terhadap Niat Mengadopsi Solopos Epaper. Prosiding Seminar Nasional Riset Manajemen Dan Bisnis 2017, 2005, 63–84.

Siqueira, M. S. S., Nascimento, P. O., & Freire, A. P. (2022). Reporting Behaviour of People with Disabilities in relation to the Lack of Accessibility on Government Websites: Analysis in the light of the Theory of Planned Behaviour. Disability, CBR and Inclusive Development, 33(1), 52–68.

Sun, S., Law, R., & Schuckert, M. (2020). Mediating effects of attitude, subjective norms and perceived behavioural control for mobile payment-based hotel reservations. International Journal of Hospitality Management, 84 (June 2019), 102331.

Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing, 12(2), 137–155.

Teare, R. (1990). International Journal of Contemporary Hospitality Management. In Marketing Intelligence & Planning (Vol. 8, Issue 5).

Uratnik, M. (2016). Interactional service innovation with social media users. Service Science, 8(3), 300–319.

Vargo, S. L., & Lusch, R. F. (2011). It’s all B2B...and beyond: Toward a systems perspective of the market. Industrial Marketing Management, 40(2), 181–187.

Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145–152.

Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30(1), 123–127.

Walczuch, R., Lemmink, J., & Streukens, S. (2007). The effect of service employees’ technology readiness on technology acceptance. Information and Management, 44(2), 206–215.

Yen, C. H., Teng, H. Y., & Tzeng, J. C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88 (March), 102514.

Zhang, T. (Christina), Kandampully, J., & Bilgihan, A. (2015). Motivations for customer engagement in online co-innovation communities (OCCs): A conceptual framework. Journal of Hospitality and Tourism Technology, 6(3), 311–328.

Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(1), 11–48.

How to Cite
Rahayu, S., Tan, E. E., & Tedjakusuma, A. P. (2023). Co-Creative Service Innovation on Social Media: An Empirical Study in an International Coffee Cafe Chain in Indonesia. Journal of Entrepreneurship & Business, 4(1), 46-57.