Examining antecedents’ factors influencing the customer co-creation value using open-sooq app in Jordan

Abstract

Discovering the marketers and advertisers’ knowledge provides an ability to present a well understanding of how value could be created. The main purpose of this research is to identify the factors influencing the marketers and advertisers’ co-creation value in mobile applications setting in Jordan through applying several information systems theories. Structural Equation Model (SEM) was used for data analysis and hypothesis testing. The convenience method was also approached to determine the sample size and data collection method. The result of the recent study confirms that extended Technology Acceptance Model (TAM) and eTailQ model provide a capability to determine, increase, or generate the marketers and advertisers value using Open-Sooq app in Jordan. Finally, the current research had some theoretical and practical implications, limitations, and future orientation studies that were discussed in their specific parts.