PhD ThesisValue co-creation (VCC) has supported the expansion of research in marketing by embracing
service innovation within the digital-driven era. However, a small number of studies provide a
comprehensive examination of VCC through digital technology from the perspective of
multiple local market actors at developing economies at the bottom of the pyramid (BOP)
market. This research explores the role of digital commerce in VCC with the empirical focus
on the Indonesian horticulture industry, moving towards e-commerce for marketing innovation.
This research aims to: (1) explore VCC manifestation within the local BOP market, (2) discover
the role of e-commerce in the exchange process of co-creation at the local BOP market, (3)
explore the dimensions of VCC of engagement amongst the local e-commerce supply chain
actors of BOP, and (4) investigate the causes and effects of customer engagement to VCC of
using e-commerce in this marketplace. This research adopted a mixed-method approach of
qualitative semi-structured interviews and a quantitative survey. VCC identified as occurring
in a newly emerging e-commerce marketing channel via the interaction amongst channel
members. Inclusive, collaborative, and empowerment ideology contribute to market scripting
scenario by local entrepreneurs who identify as ‘socio-entrepreneurs’. This research argues that
the exchange logic underpinning this new transformative business approach of digitally
enabled VCC in local BOP markets is akin to a ‘social justice logic’. For consumers, digital
technologies create online ‘consumption communities’ where information is exchanged
concerning product provenance and food preparation opportunities supporting online
purchases and innovation in value chain ‘pull’ strategies. The research indicates that customer
VCC behaviour was influenced by the significant effects of customer-related VCC resources
of social expertise and openness, customer motivation, and its effects on value-in-use,
willingness-to-engage, positive emotions, and behavioural intentions. Finally, the results
highlight the moderating role of customer age and the length of engagement in VCC processes
on these relationships.Indonesia Endowment Fund for Education (LPDP
