Knowledge Economy Studies

Unlocking Value Co-Creation in Online Tourism Services: The Impact of Customer and Website Personalities on Co-Creation through Brand Trust

Document Type : Original Article

Authors

Masoumeh Soleimani 1
Mona Jami Pour 2

1 M.A of e-commerce, Department of Business, Faculty of Management and Accounting, Hazrat-e Masoumeh University (HMU), Qom, Iran. Email: masoomehsoleimani549@gmail.com

2 Corresponding Author, Associate Professor, Department of Business, Faculty of Management and Accounting, Hazrat-e Masoumeh University, Qom, Iran. Email: m.jami@hmu.ac.ir

https://doi.org/10.22034/kes.2025.2070181.1075
Abstract
In current business landscape, value Co-Creation (VCC) has emerged as a key principle in service marketing and management. As organizations increasingly aim to involve customers in meaningful ways, firms are engaging them more actively in designing new products and services. When offerings are developed through a co-creation process that reflects the customers’ needs and preferences, they are more likely to succeed in market over the long term. Therefore, understanding the factors that drive VCC is essential for organizational success. While previous research has explored various determinants, relatively few studies have investigated how customer personality and website personality jointly influence VCC, particularly considering the mediating role of the brand trust. This study addressed this gap by combining insights from personality traits and digital interface characteristics, thereby contributing to the literature on technology-mediated co-creation. A descriptive-analytical and correlational approach was used in this paper. The statistical population included online retail customers who had made at least two purchases on tourism websites. The participants were selected using a non-probability convenience sampling method from customers of Eli Gasht, Eghamat24, and Koja Ro. A structured questionnaire was designed and administered, producing 253 valid responses that were analyzed using appropriate statistical methods. The instrument’s validity and reliability were confirmed through expert review and Cronbach’s alpha, respectively. Findings revealed that both customer personality and website personality have a meaningful impact on VCC, with customer personality exerting a stronger influence. Additionally, the brand trust served as a crucial mediator in the relationship between personality factors and co-creation. These results underscored the importance of aligning digital platforms with the traits of their users and highlighted the strategic role of brand trust in promoting collaborative value creation.

Keywords

Value co-creation
customer personality
website personality
brand trust

Subjects

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Knowledge Economy Studies
Volume 2, Issue 2
October 2025
Pages 67-84

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