Investigating shared e-scooter users’ customer value co-creation behaviors and their antecedents: Perceived service quality and perceived value

The electric scooter (e-scooter) sharing system can work as an innovative strategy to simultaneously mitigate the impacts on both transport and the environment in scooter-dependent cities. Drawing on the quality-value-satisfaction framework, this research proposes an integrative model of e-scooter sharing customer behavior and empirically investigates the effects of both platform and mobility service quality and both perceived utilitarian and hedonic values on customer cocreation behavior (i.e., participation behavior and citizenship behavior). Using an online survey sample of 387 e-scooter sharing users in Taiwan, the results reveal that both platform and mobility service quality positively relate to both perceived values. While both utilitarian and hedonic values positively relate to customer citizenship behavior, only utilitarian value positively relates to customer participation behavior.