Customer Value Co-creation Behaviour in Indonesia InnovationEcosystems

Mobile payment systems are becoming an integral part of innovation ecosystems with the aim of encouraging people to engage in value co-creation. This study proposes a model for co-creation behaviour in Indonesia innovation ecosystems. A total of 350 respondents were surveyed through a self-administered questionnaire at the hand of a convenience sampling technique. The hypotheses in the study were assessed through structural equation modelling (SEM) through AMOS software. The study results revealed that out of 13 hypotheses developed during the study, 11 of them were very strongly supported, and 2 unsupported. The findings in this study indicate that the model provides a scale for validation of co-creation behaviour based on the identified environmental factor and brand loyalty.