Could consumer resources be even more important than firm resources to explain perceived value in e-commerce contexts?

Based on Service-Dominant (S-D) Logic and related perspectives, which suggest that value is co-created through the integration of resources, this study proposes a model which considers two value co-creation sources: (1) firm resources, in the form of process Electronic-Service Quality (ESQ) and outcome ESQ, and (2) consumer resources, as represented by consumer expertise and its antecedents (i.e., social expertise and Internet skills). This research analyzes the effect of product type on the relationship between both cocreation sources and value, by collecting survey data from 1,187 e-buyers. For low-outlay/high frequency (LO/HF) products, consumers rely more on their own resources, and expertise is more important than process and outcome quality. For high-outlay/low frequency (HO/LF) products, however, firm resources have a stronger impact. The research findings may be useful to design e-commerce strategies combining specific ESQ and expertise-related policies according to the type of product offered by the e-service provider.