Customer resource integration: Antecedents and its impact on intent to co-create value

Customer actively plays a range of roles in order to pursue complex life projects during their life cycle, in the process of which they deploy their own operant and operand resources. Based on the customer-centered perspective and customer resource theory, this paper studies on the antecedents of customer resource integration and its impact on intent to participate in further value co-creation and then proposes a conceptual framework. This study tries to explore the mechanism of customer resource integration and contributes to the improvement of the theoretical system of customer value co-creation.