Abstract/Summary

This study investigates the influence of barriers to value co-creation (VCC) on consumers' resistance behavior in the online B2C retailing context. The study also examines the moderation effect of the dimensions of the DART model, such as dialogue, accessibility, risk, and transparency. Structural equation modeling and Process macro were applied to analyze 524 responses collected through an online questionnaire. The study found inertia, perceived complexity, perceived risk, and perceived justice as crucial barriers. The dialogue, accessibility, risk assessment, and transparency were found to be crucial moderators. This study enriches the consumers' resistance behavior literature. The study findings help marketers develop strategies to enhance value co-creation and reduce the consumers' resistance behavior toward online shopping.