Value Co-Creation Through Multiple Shopping Channels: The Interconnections with Social Exclusion and Well-Being

This study examines consumers’ value co-creation via several shopping channels including a traditional out-of-home shopping channel and “smart” channels where consumers use a computer, a mobile phone, or social media. It focuses on the effect that value co-creation has on consumers’ shopping behavior as well as on the perceived contribution of a shopping channel to their well-being, with a focus on individuals who perceive themselves as being...