Value co-creation through search efforts and customer involvement impacting purchase intention of smart phones

Abstract

A marketing strategy which successfully involves its customer helps in stimulating purchase intentions. Understanding the behavioral aspects of customers become pertinent in formulating such strategies. The aim of this paper is to explore the underlying factors of customer involvement in value co-creation and discover how it affects the purchase intention of the customers towards smartphones. The study also tries to understand the contribution of search efforts towards customer involvement and how it affects purchase intention. The data for the study has been collected through a validated questionnaire from 233 respondents. Extensive literatures are reviewed to identify research gap and identify the variables for the study. The study can help marketers to identify the factors of customer involvement so that they can understand the customer purchase behaviour better and hence forecast on customer purchase intention to improve their sales of smartphones.