Social co-creation acceptance among females in Saudi Arabia

Figures & data

Figure 1. Hypothesis Used to Test the Social Co-Creation Model

Table 1. The list of hypotheses that have been identified for the current research study

	Relationship
H1	Social influence value will have a positive impact on hedonic value
H2	Social influence value will have a positive impact on the social integrative value
H3	Social influence value will have a positive impact on the customer learning value
H4	The social influence will have a positive impact on perceived ease of use
H5	The social influence will have a positive impact on customer intention of future social co-creation participation
H6	The hedonic value will have a positive impact on customers’ intention of future social co-creation participation.
H7	The social integrative value will have a positive impact on customers’ intention of future social co-creation participation
H8	Customer learning value will have a positive impact on customers’ intention of future social co-creation participation
H9	The hedonic value will have a positive impact on perceived ease of use
H10	Perceived ease of use will have a positive impact on customers’ intention of future social co-creation participation

Table 2. Demographics of the survey respondents (N = 632)

Demographic	Item	Percentage
Age	Under 20	38.4%
	20 to 30	43.4%
	31 to 40	14.5%
	41 to 50	3.3%
	51 or over	0.5%
Total	632	100%
Education	Less than High School	13.13%
	High school	34.02%
	Bachelor’s degree	43.51%
	Master’s degree	5.1%
	Doctoral degree	1.42%
	Other	2.85%
Total	632	100%
Occupation	Student	59.0%
	Employee-government firm	9.5%
	Employee-private firm	3.5%
	Employed	1.0%
	Unemployed	25.5%
	Others	2.4%

Table 3. Measurement model reliability and validity

	CR	AVE	MSV	MaxR(H)	PEOU	SV	IB	HV	SIF	CLV
	>0.7	>0.5
PEOU	.925	0.674	0.316	0.936	0.821
SV	.890	0.620	0.294	0.960	0.203	0.787
IB	0.910	0.719	0.217	0.974	0.158	0.405	0.848
HV	0.873	0.633	0.331	0.978	0.301	0.530	0.466	0.796
SIF	0.805	0.580	0.169	0.980	0.121	0.337	0.317	0.411	0.762
CLV	0.850	0.500	0.331	0.982	0.562	0.542	0.440	0.575	0.356	0.672

Figure 2. Result of Hypothesis Testing from SEM

Table 4. The result of hypotheses test

NO.	Description	Standardized regression weight	The critical ratios t-value	p-value	Empirical support
		Above.5	>1.96	<0.05
H1	Social influence value is positively related to Hedonic value.	.515	10.476	0.001	Supported
H2	Social influence value is positively related to social integrative value.	.455	9.140	0.002	Supported
H3	Social influence value is positively related to customers’ learning value.	.476	8.575	0.020	Supported
H4	Social influence is positively related to perceived ease of use.	.067	1.233	.218	Not Supported
H5	Social influence is positively related to customers’ intention to engage in social co-creation.	.085	1.320	.187	Not Supported
H6	Hedonic value is positively related to customers’ intention to engage in social co-creation.	.258	5.011	0.012	Supported
H7	Social integrative value is positively related to acceptance to customers’ intention to engage in social co-creation	.152	3.299	0.002	Supported
H8	The customer learning value is positively related to customers’ intention to engage in social co-creation.	.240	4.762	0.032	Supported
H9	Hedonic value is positively related to perceived ease of use.	.270	5.104	0.067	Supported
H10	Perceived ease of use is positively related to customers’ intention to engage in social co-creation.	−.081	−2.004	.045	Not Supported

Table 5. Bootstrap Results: Standardized Indirect Effect and Effect Size for Mediation

	Path/effect	(>.080)	SE	95% Confidence interval		p-value (<.01)	Decision-based on the test of significance (<0.01)	Practical importance based on the effect size (>0.08)
				Lower	Upper
H 11a	SI CLV SLV IB	.088	.025	.050	.134	.001	Significant	Important
H 11b	SI SV SVIB	.056	.021	.025	.095	.003	Significant	Not important
H 11 c	SI HV HVIB	.109	.027	.071	.159	.001	Significant	Important
H 12	SI PEOU IB	−.009	.007	−.024	−.001	.073	Insignificant	Not important

Table 6. The Result of Proposed Hypothesis

Hypotheses	Description	Result
H1	Social influence value has a significant positive effect on hedonic value	Supported
H2	Social influence value has a significant positive effect on the social integrative value	Supported
H3	Social influence value has a significant positive effect on the customer learning value	Supported
H4	Social influence has a significant positive effect on perceived ease of use	Not supported
H5	Social influence has a significant positive effect on behavioural intention of social co-creation	Not supported
H6	Hedonic value has a significant positive effect on behavioural intention of social co-creation	Supported
H7	Social integrative value has a significant positive effect on behavioural intention of social co-creation	Supported
H8	The customer learning value has a significant positive effect on behavioural intention of social co-creation	Supported
H9	Hedonic value has a significant positive effect on perceived ease of use	Supported
H10	Perceived ease of use has a significant positive effect on behavioural intention of social co-creation	Not supported
H11a	The effect of social influence on behavioural intention of social co-creation is mediated by the customer learning value	Supported
H11b	The effect of social influence on behavioural intention of social co-creation is mediated by the Social integrative value	Not supported
H11 c	The effect of social influence on behavioural intention of social co-creation is mediated by the hedonic value	Supported
H 12	The effect of social influence on behavioural intention of social co-creation is mediated by the perceived ease of use	Not supported

Figure 3. The final model of social co-creation acceptance